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Anushka Sharma plays ball to create a splash with Skin Fruits

 The TVC has been conceptualised by Scarecrow Communications. It creates a new term for the category – fruitwash

BestMediaInfo Bureau | Mumbai | May 29, 2013

Kolkata-based Joy Cosmetics has released a new TV campaign to promote its fast growing facewash range, Skin Fruits. The TVC has been conceptualised by Scarecrow Communications and has been produced by Old School Films.

The ad features Anushka Sharma engaged in sporting activities like volleyball, baseball and basketball. However, in each case, the ball has been substituted with a giant sized apple, lemon and strawberry, respectively. And at the moment of collision, the fruit explodes and a blast of fruity liquid splashes on her face. The voiceover conveys the positioning: ‘Skin Fruits – Yeh sirf facewash nahin, yeh hai Fruitwash’.

Sunil Agarwal, Director, Joy Cosmetics, said, "Our facewash range is growing very fast, especially in North India. One of the reasons for that our facewash quality is great as it is packed with the goodness of fruit. This ad celebrates our fruit legacy and helps us own it in the consumer's mind."

Raghu Bhat, Founder Director, Scarecrow, commented, “Facewash is a crowded category and the client has already created the first level of disruption by calling it Skin Fruits which is a brilliant name. We have now added an audio disruption by coining a catchy term – fruitwash – as well as a visual disruption by showing giant sized fruits exploding. We hope that the combination of the two will create a distinct position for Joy Skin Fruits."

Arunava (Joy) Sengupta, Founder Director, Scarecrow, added, "Though the competition is very stiff, from the consumer’s point of view, the facewash category is relatively new in India and hence opinion about brands are still being formed. It was important for us to find and own a very distinct brand space and imprint that in the consumers’ minds. I think we have achieved that.”

The campaign will be supported by press, digital and outdoor.

The TVC:



Client: Joy Cosmetics

Agency: Scarecrow Communications

Creative: Raghu Bhat, Manish Bhatt, Sarvesh Raikar, Kapil Tammal, Lalit Sakurkar

Strategic Planning: Arunava (Joy) Sengupta

Account Management: Mansi Chaudhary

Production House: Old School Films

Director: Jonathan Lennard

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