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The joys of fruit SPF

Joy cosmetics releases campaign by Scarecrow Communication for their sunscreen product

BestMediaInfo Bureau | Mumbai | April 10, 2014

joys-TVC Click on the image to watch the TVC.

Kolkata based Joy Cosmetics has launched a new campaign to promote its Skin Fruits Active Sun Lotion. The campaign has been created by Scarecrow Communications.

The campaign focuses on the product ingredients and shows how raspberry and other fruits have special sun protection qualities. It is this quality that makes Joy Skin Fruits Active a good choice for the months of summer.

Sunil Agarwal, Chairman, Joy Cosmetics said, "With the concept of Fruit SPF, the Scarecrow team has come up with another clutter-breaking communication for Joy Skin Fruits Active Sun Lotion.  We are confident that we will be successful in carrying forward the fruit legacy that begun with the Joy Skin Fruits Fruit Wash campaign."

Raghu Bhat Raghu Bhat

According to Raghu Bhat, Founder Director, Scarecrow Communications, "The SPF war between brands has been reduced to mathematical upmanship. (SPF 15 to SPF 50). Plus, every brand is trying to claim a plethora of skin benefits, none of which the consumer remembers. In this scenario, we found an entry positioning based on fruit SPF differentiated and quite promising."

The first TVC opens with a young girl walking towards her Vespa. As she is about to ride, she notices the sun and smiles. She pulls out a helmet with raspberries stuck on it. The second TVC shows the same girl walking and using a raspberry umbrella to cover herself from the sun. The voiceover introduces the benefits of the product while the girl says, "Aj se SPF nahi, sirf fruit SPF" (From today, no more just SPF. It will be only fruit SPF.)

Arunava Sengupta, Founder Director, Scarecrow Communications explained, "The sun block category is quite cluttered due to the presence of quite a few reputed international and national brands. The challenge was to stand out from this clutter with a compelling story and that's when we hit upon the idea of Fruit SPF. Not only is this the central theme of our communication, we even incorporated the same in our packaging."

The current campaign is being supported by press, outdoor and digital.

The TVCs:




Client: Joy Cosmetics Skin Fruits Active Sun

Chairman for client: Sunil Agarwal

Creative Agency: Scarecrow Communications

Creative: Raghu Bhat, Manish Bhatt, Kapil Tammal, Diana D'Souza

Account Management: Arunava Sengupta, Mansi Chaudhary

Production House: Thumbnail Pictures

Director: Sudip Bandopadhyay

Producer: Samira Bandopadhyay


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