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JWT India bags creative mandate for Everyuth Scrubs Facewash and Peel Offs

JWT Mumbai has created the first TVC for the brand after winning the mandate in a multi-agency pitch. The objective is to break myths related to blackheads

BestMediaInfo Bureau | Mumbai | November 4, 2016

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

Zydus Wellness awarded its creative mandate for Everyuth Scrubs Facewash and Peel Offs to J Walter Thompson India following a multi-agency pitch. The account will be handled by the Mumbai office. The first TVC created is for the Everyuth Scrub category. The ad campaign conceptualised and crafted by J Walter Thompson Mumbai highlights and breaks some myths related to blackheads.

The idea is to break through the clutter and showcase, in a very lucid manner and with a touch of humour, how Everyuth Naturals Advanced Hydro-Active Walnut Apricot Scrub helps get rid of blackheads and dead skin cells and leaves the skin clear and moisturised.

Samarth Shrivastava Samarth Shrivastava

Samarth Shrivastava, VP and Executive Business Director J Walter Thompson Mumbai, said, “Beauty brands need to realise they are in a space where the audience already has enough players fighting to survive. So, unless you are hard-hitting and entertaining you cannot build your brand presence and we managed to do exactly that.”

Tarun Arora Tarun Arora

Tarun Arora, COO and Director, Zydus Wellness, said, “Scrub is an emerging category with very low penetration. Consumer research revealed that there are lots of myths about blackhead and dead skin cells problems. These myths need to be tackled to drive the brand and category growth and that’s what we have achieved through this communication.”

The scrub tackles blackheads, a silent problem women of every age group have been facing over the years. The film targets the younger woman juggling multiple roles and a hectic life while taking care of their skin.

The Everyuth Naturals Advanced Hydro-Active Walnut Apricot Scrub TVC starts with a question ‘Blackheads hai kya?’ From here begins the journey to meet different girls from all age groups and what is their understanding about blackheads and dead skin cells. The TVC captures various myths that have been noted in various researches done like ‘blackheads happen post 30’ or ‘fair girls are not prone to blackheads’ or for that matter even the fact that some women are completely unaware of blackheads or look at it as facial hair.

The TVC:



Creative Agency: JWT Mumbai

Account Management: Samarth Srivastava, Giridhar Bhat, Geetanjali Sharma, Paritosh Daryani

Creative team: Tina Sachdeva, Chitra Bhanu, Saloni Harshwal

Planning: Shaziya Khan, Layla Khan

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