Since oxygen is new in the skincare category, the TVC created by DDB Mudra has used this as the highlight of the brand, positioning it as the new miracle ingredient in skincare
BestMediaInfo Bureau | Delhi | October 15, 2012
OxyLife Crewme Bleach is a premium facial crĂ¨me bleach from the Dabur stable targeted at women. The bleach is unique due to its ammonia-free formulation and unlike other bleaches does not harm sensitive facial skin as it contains oxygen. The brand is being relaunched with a new identity and premium imagery.
Since oxygen is new in the skincare category, the TVC created by DDB Mudra has used this as the highlight of the brand, positioning it as the new miracle ingredient in skincare. The differentiated benefit is natural fairness infused into the skin through the goodness of oxygen. Actress Minissha Lamba was chosen for her naturally beautiful skin and bubbly yet sophisticated personality.
The storyline of the TVC tries to highlight and educate consumers about oxygenâs skin benefits in a fun manner. This has been done through the catchy television and print campaign.
Ashwani Dhingra, Senior VP, Client Servicing, DDB Mudra, said, âThe brief was to take Oxy bleach to Oxylife bleach by highlighting the benefits of oxygen which is only available with OxyLife in its category. Our task was to tell customers that oxygen is a lot more beneficial for skin and being a herbal product from Dabur, âMy OxyLifeâ gives them the best results. We have shown oxygen bubble always around Manishaâs face which conveys that after using Oxylife, her skin continues to glow. The complete look and feel of the TVC has been shown in a premium way and we have been able to accomplish that nicely.â
Dhingra added, âDabur has Fem and Oxy brands in the bleach segment, and being a premium product, we have added a premium sheen to the imagery.â
Agency: DDB Mudra
Chairman & Chief Creative Officer: Sonal Dabral
Creative Directors: Ravinder Siwach, Vishal Singh
Servicing: Ashwini Dhingra, Ashmita Frank
Production House: Niravana
Director: Adarsh Gupta