Dia Mirza reforms the cleaning narrative with Beco

Watch the film conceptualised by ^ a t o m here

Nov 11, 2021 08:25:00 AM | Video | Campaign India Team

Beco, an eco-friendly d2c home, kitchen and personal care brand, has launched a campaign featuring its brand ambassador Dia Mirza. 
 
Conceptualised by ^ a t o m Network, the film aims to position the brand as a chemical-free home cleaning supplier. The film features an ad within an ad. The first part of the film showcases a lady in a traditional cleaning products TVC. 
 
In the second part, Mirza switches the TV where the ad was playing and cautions viewers about some of the available and advertised range of home products. She goes on to reveal how these products contain high levels of toxic and carcinogenic chemicals, that can lead to perils on one's health. The film ends with the perks of using Beco's eco-friendly home products.
 
Akanksha Gupta, lead-marketing, Beco, said, “The homecare category hasn’t seen much innovation for the past 20 years, let alone the sustainable space. Consumers are looking at the same predictive ads, falling for them and unknowingly consuming these products out of habit. However, the fact of the matter is that solutions created by the FMCG brands years ago haven't been reinvented, and therefore is leading to an unhealthy consumption. Moreover, customers don’t even know that their essentials like tissues and cleaners can be harmful. Being India’s natural homecare brand, we want to change and are changing the way people buy these products. Positioning Beco in a captivating, easy to understand and impactful fashion, we are bringing in the much-needed disruption. This campaign is just the beginning of a more consumer-focused, data-led, and creative-technology interspersed brand that we’re in the process of building." 
 
Aditya Ruia, co-founder, Beco, shared, “This campaign aligns with Beco's vision of helping consumers live a more eco-friendly and chemical-free lifestyle. Dia Mirza, a champion for the cause of sustainability, communicates a very clear intent to cultivate the habit of using naturally sourced products. Everyone talks about the idea of sustainable living, but when it comes to real adoption, we are still sticking to harmful products which are not only bad for the earth but also dangerous for every member in the family. We allow them to be used in our house and fall for highly advertised brands by big multinationals. This needs to stop. Using technology, every product of Beco is naturally sourced and uses no harmful chemicals - making them safe for daily use, and are available at affordable pricing.”
 
Yash Kulshrestha, CCO, ^ a t o m, added, “Truth is the most powerful sword a brand can possess. We just took it out of the sheath and presented it in a hard-hitting yet entertaining way. The integrated campaign starts with a set of teasers, followed by multiple films starring Dia Mirza, which talks about chemicals left on your dishes after cleaning them with regular dishwashing liquid and how they may contain carcinogenic substances. The category is brimming with loud and look-alike ads with superficial claims. It helped us mount our narrative and highlight the grim part in a more palatable way. The campaign is also supported by multiple digital activities which will help in delivering the short term business metrics as well.” 
 
CREDITS: 
 
Chief creative officer: Yash Kulshrestha
National creative director and vice president: Ananda Sen
Creative team: Pratik Chavan, Ravi Sudarsanan, Rajat Patekar
Planning lead: Ruma Singhal
Account management lead: Ruhee Chamadia, Goonj Sardana
Production house: Another Idea productions
Director: Jeet Lotia
Producer: Gaurav Gandhi, Nidhi Gandhi