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Cut The Crap reveals secrets of cosmetic industry through radio campaign

‘Beauty Products ke Dirty Secrets’ is an extensive radio campaign for Iba, executed by Cut The Crap (CTC) to highlight the advantages of Iba products

BestMediaInfo Bureau | Delhi | December 23, 2015

Cut-The-CrapCut The Crap (CTC) has executed an extensive radio campaign for Iba. The campaign is titled ‘Beauty Products Ke Dirty Secrets’.

Iba, India’s first halal cosmetics, has the widest range of halal beauty products in the world that are distinct from the rest of the cosmetics in that they do not contain animal ingredients, alcohol and other harmful chemicals like sulfates, phosphates and bleaches. Radio was chosen as the medium of choice to convey this difference in an engaging manner.

Jagdish Acharya, Founder-Creative Head, Cut The Crap, said, “The creative strategy is to drive home the negatives through products in which they matter the most. For example the presence of animal ingredients is most repugnant in case of lipsticks where the industry uses pig fat while Iba does not.”

The campaign comprises of 4 spots and consumer engagement through RJ interactions.  Each spot reveals a secret of a popular cosmetic product or category and ends with the brand message ‘Koi secret nahin’.

As part of the consumer engagement programme, popular RJs invited listeners to call in and talk about the negative side effects of any cosmetic product that they may have suffered from. Hundreds of people reported such incidents that were aired live.  These ‘negative endorsements’ created the perfect atmosphere for Iba to drive home the no-negative characteristic of halal cosmetics.

Mauli Teli, CEO & Managing Partner of Ecotrail Personal Care, said, “Being the pioneers of Halal Cosmetics in India, we needed to educate the consumers about its scientific superiority over all other cosmetics. Revealing the secrets of cosmetic industry is a truthfully engaging way of doing so as Iba has no secrets. Consumer response has been very positive and we have seen increased footfalls at Iba store and switches from popular and premium cosmetics to Iba as a direct result of this campaign. We intend to roll out the campaign in a big way very soon.”

The ‘Dirty Secrets’ campaign was first tested in Baroda in October/November 2015. Buoyed by the response the campaign is being rolled out in other cities.

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