A lilting nourishment story from Joy Honey & Almonds Lotion
Scarecrow crafts a clutter-breaking TVC that highlights the brand's strong nourishment credentials – 'Poshan wala Lotion'
Sohini Sen | Mumbai | November 11, 2013
Kolkata-based Joy Cosmetics has launched a new campaign for its flagship lotion brand, Joy Honey & Almonds Nourishing Body Lotion. The campaign has been conceptualised by Scarecrow Communications. The campaign is a brand communication marking the start of winters which is when the flagship product from the brand is most used.
It has been directed by Krish Jagarlamudi, who is all set to helm the Akshay Kumar starrer, 'Gabbar', which releases next year.
The TVC is a slideshow of different visuals which starts with a mother feeding her child with a spoon of baby food. The scene changes to a young lady watering a plant, and another one feeding a puppy with a bottle. The scene dissolves to a young lady dropping fish food into a tank followed by an expecting mother drinking a glass of milk with saffron in it. A child dances in the rain, a mother nurses her child, another one massages her infant with baby oil and the slideshow ends with two kids drinking a glass of milk each.
The voiceover then declares: “Poshan sabki zaroorat hai. Aapki twacha ki bhi” (nutrition is vital for everyone. Even for your skin). The voiceover also introduces the product and says how its honey and almond combination keeps your skin healthy. It ends with the thought: "Joy Honey & Almonds - Poshan wala lotion" (the lotion with nutrition).
Joy Honey & Almonds delivers nourishment that goes skin deep and leaves it soft and hydrated. The brand has been growing rapidly in the past two years particularly in the northern belt. Joy Cosmetics is available across 23 states at more than 1 lakh retail outlets.
Sunil Agarwal, Chairman, Joy Cosmetics, said, "When Joy Honey & Almonds Nourishing Body Lotion won Product of the Year in 2013, we felt the time was ripe for the brand to launch a new TV campaign. 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, commented, “Our last film for Joy Skin Fruits Facewash got a great response in the marketplace with a fun, outdoor 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 (Joy) Sengupta, Founder Director, Scarecrow, "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 a 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.”
Joy Cosmetics is endorsed by Bollywood star Anushka Sharma for its Skinfruits Facewash range.
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