Blue Heaven Cosmetics has rolled out campaign that has been conceptualised by Lowe Lintas.
The campaign consists of a film through which it aims to position itself as a brand that partners its users during the everyday moments of their lives. Since cosmetic brands usually try appealing to the glamorous side of people, Blue Heaven wishes to reframe the make-up category beyond just special moments.
Amit Chopra, CEO and MD, Blue Heaven Cosmetics, said, “Over the last 45 years Blue Heaven has enabled Indian women to express their beauty through its range of makeup products. Today, makeup is more than an occasional phenomenon, and Indian women are celebrating their beauty in everyday micro-moments. Our new campaign, “O Beauty Beauty!”, is an ode to these beautiful women who make the most of their everyday life. Lowe Lintas understood the pulse of our customers and helped us connect better with them. We believe that the new campaign will help us deliver not just a great advertisement but effective business results.”
Puneet Kapoor, regional creative officer, Lowe Lintas, said, "Blue Heaven makes great contemporary makeup solutions available to every woman across India. This film is an ode to the millions of uncrowned and unsung beauty queens found in every locality and pin-code of the country. It celebrates the expression of the most spirited everyday moments in their lives as if there were a grand, non-stop makeup party happening across the country every day, whose proof can be found in the 15 seconds of fame playing on insta-reels (earlier tik-tok) generation."
The campaign is live across television, digital and radio.
Creative: Puneet Kapoor, Shiv Parameswaran, Deepesh Rajani, Richa Jain, Bobby Thomas
Account management: Sonali Khanna, Varghese John
Planning: Kishore Subramanian, Easo John, Namrata Sukumar
Production: Onions Creative Media
Director: Veneet Raj Bagga