Campaign India Team
Nov 04, 2016

Everyuth Scrubs looks to break myths about blackheads

Watch the ad film conceptualised by J. Walter Thompson here

Zydus Wellness has rolled out a film for Everyuth Scrubs.
The film has been conceptualised by J. Walter Thompson, following the agency winning the account post a multi-agency pitch, 'a couple of months ago'. The agency will also handle products under the facewash and peel-offs category for the brand.
A voice over asks, 'Blackheads hai kya?' (Do you have blackheads?) A young woman follows up, posing the question another. She giggles saying yes, to her annoyance. The film goes on to show girls across different age groups and their understanding about blackheads. It goes on to break myths like 'fair women don't have blackheads' and that it only affects women above the age of 30. It ends with a solution to the problem of blackheads, Everyuth Naturals. 
Tarun Arora, COO and director, Zydus Wellness, said, "Scrub is an emerging category with very low penetration. The consumer research revealed that there are lots of myths about blackheads and dead skin cells problems. These myths need to be tackled to drive the brand and category growth and that’s what we have achieved through this communication.”
Samarth Shrivastava, VP and executive business director, J. Walter Thompson Mumbai, said, “Beauty brands need to realise that they are in a space where the audience already has enough players fighting to survive. So, unless you are hard hitting and entertaining you cannot build your brand presence and we managed to do exactly that."
Client: Zydus Wellness
Brand: Everyuth 
Agency: J. Walter Thompson (Mumbai)
Account management: Samarth Srivastava, Giridhar Bhat, Geetanjali Sharma, Paritosh Daryani
Creative team: Tina Sachdeva, Chitra Bhanu, Saloni Harshwal
Planning: Shaziya Khan, Layla Khan
Campaign India

Related Articles

Just Published

13 hours ago

Gaana announces launch of social videos platform ...

Gets singers like Neha Kakkar and Darshan Raval to launch content

18 hours ago

TikTok ban to cost 'influencers' on the platform Rs ...

The Indian Institute of Human Brands studied the earnings of the top influencers on the platform

19 hours ago

Marketing in times of crisis: Mastercard's global ...

"It's important that marketers learn from these times to better understand how to show up and communicate in times of crisis."

19 hours ago

Jayakanthan R wins second edition of Campaign's ...

Last week's winners Venkatesh Srinivasan and Akshay Ananth finish second and third respectively