Campaign India Team
Apr 23, 2014

Joy Cosmetics counters summer tan

Watch the films conceptualised by Scarecrow Communications here

Kolkata-based Joy Cosmetics has launched two ads to promote its Skin Fruits Active Sun Lotion. The TVCs have been conceptualised by Scarecrow Communications.
The first TVC depicts a girl walking down a pathway with the sun shining down on her. As a shield against the sun, she opens up an umbrella the cloth of which has the colour and contours of raspberries. A voiceover with graphics explains the presence of ‘fruit SPF’ (the fruit being Raspberries) in the lotion which promises to protect the skin against skin darkening.

The second film shows a girl approaching her two-wheeler as the sun beats down on her. She brings out a raspberry-colored hat with faux raspberries on it and puts it on to protect her from the sun. The ad films then show graphics explaining the presence of ‘fruit SPF’. Both the films end with the girls saying, ‘Aaj se SPF nahi, sirf fruit SPF’ (Not just SPF, only fruit SPF from today) followed by a super reading ‘Skin Fruits Active Sun Lotion’.
Sunil Agarwal, chairman, Joy Cosmetics, said, "With the concept of fruit SPF, the Scarecrow team has come up with another clutter-breaking communication for Joy Skin Fruits Active Sun Lotion.  We are confident that we will be successful in carrying forward the fruit legacy that begun with the Joy Skin Fruits Fruit Wash campaign." 
Raghu Bhat, founder-director, Scarecrow Communications, said, “The SPF war between brands has been reduced to mathematical upmanship (SPF 15 to SPF 50). Plus, every brand is trying to claim a plethora of skin benefits, none of which the consumer remembers. In this scenario, we found an entry positioning based on fruit SPF differentiated and quite promising."     
Arunava Sengupta, founder-director, Scarecrow Communications, commented, "The sun block category is quite cluttered due to the presence of quite a few reputed international and national brands. The challenge was to stand out from this clutter with a compelling story and that's when we hit upon the idea of Fruit SPF. Not only is this the central theme of our communication, we even incorporated the same in our packaging."
The current campaign is the third from the cosmetics company to go on-air this year. The campaign is being supported by print, outdoor and digital. 
Brand: Joy Cosmetics Skin Fruits Active Sun
Client: Sunil Agarwal
Agency: Scarecrow Communications
Creative: Raghu Bhat, Manish Bhatt, Kapil Tammal, Diana D'Souza
Account Management: Arunava Sengupta, Mansi Chaudhary
Production House: Thumbnail Pictures
Director: Sudip Bandopadhyay
Producer: Samira Bandopadhyay 
Campaign India

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