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Amway’s new campaign talks about the glow inside

The campaign ‘Spread the glow inside out’ for Amway’s range of skincare products, Attitude-Be Bright, has been conceptualised by Rediffusion Y&R

BestMediaInfo Bureau | Mumbai| November 23, 2016

Amway Click on the Image to watch the TVC.

Unlike the oft-used trope in the world of skincare products’ advertisements, Amway’s new campaign intends to spread the glow inside out for the Attitude-Be Bright, its range of skincare products.

The brief given to the agency behind the campaign, Rediffusion Y&R, was to definitely not go in the lines of the done to death piece of creative, which show the daily ritual of skin care in a product window. It asked for a new dimension. The agency came up with the campaign line ‘spread the glow inside out’ and made it into a brand film.

The film shows a girl stuck in traffic. While everyone is busy being annoyed at the holdup she is the only one who notices the traffic cop who is sweating it out in the sweltering heat, doing his job. She rides up to him, much to the annoyance of others and offers the policeman a bottle of water. The officer accepts it gratefully and the girl asks him to keep the bottle when he tries to give it back. The film ends with the message that beauty shouldn’t just be superficial but it should also be present within one’s heart.

Speaking about the thought behind the campaign, Anisha Sharma, Category Head (Beauty), Amway, said, “The beauty market is so overcrowded with problem solution advertising that we wanted our brand to stand out by showcasing a script that focused on the inner glow. We wanted to portray situations where the individual inner glow/spark rubs off positively on those around her. We strongly believe that beauty is beyond just looks. In fact, it is all about attitude. This is one of the key embodiments of brand ‘Attitude’.”

Pranav Harihar Sharma Pranav Harihar Sharma

Commenting on the brief and the campaign, Pranav Harihar Sharma, ECD (North- West), Rediffusion Y&R, as well as the Writer, Director of the TVC, said, “Very rarely you come across this kind of a brief. And Amway ‘Attitude’ has the history of creating a communication that breaks the category codes. The brand ‘Attitude’ was launched four years back by Rediffusion with a similar mindset. This time when we set to pen the script of ‘Be bright’, those campaign codes were there at the back of our mind. This film is based on a simple observation which we all can relate to. The only difference is that we have not seen the world through that lens. It needs brightness inside the heart to see and do such an act. And that’s what the brand ‘Be bright’ stands for. I’ve been privileged to write and direct this film and I hope people will follow this in their lives. It is one of those ads that can be imitated as ACTS in the life.”

Suman Varma Suman Varma

“I attended most of the research just to be sure we were on the right path. It’s important to hear what the consumers are saying. It’s a very different take on a skincare product, but then this differentiation came purely from the brief. The results on the digital platform have been amazing. What more can we ask for,” said, Suman Varma, Head of Operations (North), Rediffusion Y&R.

The TVC:



Client: Amway

Brand: Attitude

Agency: Rediffusion Y&R

President: Dhunji Wadia

CCO: Rahul Jauhari

Head of Operations: Suman Varma, Rediffusion Y&R, Kolkata

ECD, Writer, Director: Pranav Harihar Sharma

Production House: Gang Motion Pictures

Producers: Sreeram Ramanathan, Sumeet Kamath

Music Director: Hanif Shaikh

Director of Photography: Vishal Sinha

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