Everyuth Menz urges men to 'Play Out of Your Skin'

To put the brand in the forefront in a cluttered market, DDB MudraMax developed an activation inviting men to indulge in physical challenges like a semi-combat obstacle course, arm wrestling, etc.

BestMediaInfo Bureau | Delhi | June 28, 2013

Zydus Wellness (ZWL) has recently relaunched its range of men's personal care products under the Everyuth Menz brand name, which focuses primarily on the skin care needs of men. Men generally tend to spend most of their time outdoors and their skin requirements are also very different from those of women. Keeping this in mind, ZWL has revamped the product lineup for the brand in order to more closely satisfy the demanding needs of men.

The range of Everyuth Menz includes a whitening cream, a face wash and an exfoliating scrub. Everyuth Menz is positioned as a product that encourages you to 'Go out and Play' without worrying about the effects of the environment or weather on your skin, and seeks to appeal to the adventurer spirit among men.

To establish this new 'Born to Play' positioning for Everyuth Menz in a highly cluttered personal care segment and to communicate product benefits by encouraging men to experience the products at multiple touch points, DDB MudraMax has conceptualised a unique consumer activation called 'Play Out of Your Skin'. The activation invites men to indulge in physical challenges like a semi-combat obstacle course, arm wrestling, etc., and at the same time they are told about various product benefits. The shortlisted participants will be taken to an outdoor sports destination in Bangalore where they will compete with each other for the grand prize of winning a trip to New Zealand.

To support this activation, a thematic on-ground campaign was implemented at various malls across major cities including Mumbai, Pune, Ahmedabad, Delhi, Bangalore, Hyderabad, Chennai and Kolkata. A float was also made to tour various places to generate excitement and awareness about the event. Radio city was entrusted with the responsibility of driving the campaign on radio which added to the overall excitement.

Elkana Ezekiel

Elkana Ezekiel, Managing Director, Zydus Wellness, said, “We at Zydus Wellness keep the consumer in the forefront of all our activation experiences. Today's men do not just want to live a routine life, but also want to have exciting experiences like adventure sport, trekking, etc., to live life to the fullest. This puts tremendous stress on their skin. Everyuth Menz is a range of high performance products for such men who are 'Born to Play'. With the 'Play Out of Your Skin' contest, we have tried to strike a chord with the consumer by giving them an experience of the product.”

Samir Vithlani

Samir Vithlani, Associate Director, DDB MudraMax, added, “It gives us immense pleasure to extend our integrated services to Zydus Wellness. In this cluttered male youth market eyed by multiple brands in the category, we took the challenge to create a differentiated campaign. The campaign is crafted reaching out to a larger base on ground, on radio and on digital platform. The outcome of the campaign has provided substantial traction for the brand.”

Mandeep Malhotra

Mandeep Malhotra, President, DDB MudraMax, said, “Proud to be working on Zydus. It gives us immense pleasure to work with brands that are connected with real people on ground.”

Credits:

Agency: DDB MudraMax Experiential, Mumbai

Office Head: Mandeep Malhotra

Business Head: Alvin Dsouza

Creative Head: Arpan Jain

Account Management: Samir Vithlani

Client Servicing: Pankaj Narsian

Creative: Tanushree Sharma, Arjun Vednayagam

Production: Amit Tulsan, Dhirendra Thakur, Dileep Mishra, Arvind Lingampally, Rishi Tiwari, Sahil Jagirdar, Sandeep Sharma, Sanjay Pandey

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Info@BestMediaInfo.com