Kolkata-based Joy Cosmetics has launched a campaign for its flagship lotion brand, Joy Honey & Almonds Nourishing Body Lotion. The campaign has been conceptualised by Scarecrow Communications.
The film shows several instances of nourishment, provided by caring women – one feeding an infant, another watering a sapling, another feeding a small pup, a gold fish in a tank being fed, and so on. The film also showcases a pregnant lady drinking a glass of milk, a woman applying oil on her baby, two school kids drinking milk, and an infant with a feeding bottle. A voice over and super deliver the message: ‘Poshan sab ki zaroorat hai. Aap ki twacha ko bhi. Joy Honey & Almonds Nourishing Lotion.’ (Everything requires nourishment. Your skin does too. Joy Honey & Almonds Nourishing Lotion).
Sunil Agarwal, chairman and owner, Joy Cosmetics, said, "We wanted a clutter-breaking ad that highlighted the brand's strong nourishment credentials - "Poshan wala Lotion" - and connected with consumers' emotions. Scarecrow has delivered an excellent campaign that does this wonderfully, through apt situations, choice of music and a unique black and white treatment."
Raghu Bhat, founder, Scarecrow Communications, added, "Our last film for Joy Skin Fruits face wash had got a great response in the marketplace; it had a fun outdoorsy feel to it. But nourishment is a pure, selfless, private and a very emotional act. It's an act of communion between the receiver and the provider - that provides sustenance to the receiver and divine happiness to the giver. This film celebrates these aspects through a beautiful execution. And since this is advertising, what better than tying up all this poetry with a highly memorable tagline - poshan wala lotion?"
Arunava Sengupta, founder director, Scarecrow Communications, said, "Today the consumer is spoilt for choice when it comes to body lotions. There are brands that most of us have grown up with and also quite few big MNC entrants. In this clutter it was imperative for us to communicate the 'goodness' of a Joy Honey Almond both in terms of its unique product formulation and its skin benefits, in a way that it becomes memorable. With the 'Poshan wala lotion' campaign, I honestly think we have successfully done that.”
Brand: Joy Cosmetics Honey & Almonds
Client: Sunil Agarwal
Agency: Scarecrow Communications
Creative: Raghu Bhat, Manish Bhatt, Diana DSouza
Account management: Arunava Sengupta, Mansi Chaudhary
Director: Krish Jagarlamudi
Producer: Satish Fenn