Skincare brand Piramal’s Lacto Calamine from Piramal Enterprises Limited, in its ad campaign, tells women to use Lacto Calamine for oil-control, even while at home.
The lockdown life has changed the way we get ready for work and the way we take care of how we look.
With work video calls being a significant part of this lockdown lifestyle, faces are in focus now.
Conceptualised by BBDO India, the digital campaign #WFHFace kick-started with social media posts followed by a digital film to tell women that Lacto Calamine for oil-control can be used even while at home.
Women are conscious of how their face looks on video calls as they all have different ways of presenting themselves. Some keep it simple, some go for that subtle eyeliner, while others prefer a dash of eye-catching lipstick.
While acknowledging the various #WFHFaces of women, we gently remind them of their oily skin underneath and how Lacto Calamine Oil Balance is a water-based lotion with tri-action formula, which absorbs excess oil and unclogs pores providing problem-free skin.
As they all have a unique #WFHFace, we encouraged them to use Lacto Calamine for a clear, matte #WFHFace.
Piramal CPD spokesperson said, "Covid-19 has pushed us to look at skin care from a ‘back to basics lens’. Earlier, cosmetics were set to be the market leaders but with work from home becoming the new normal, there is an innate need to groom well but not ‘over do’ it. With our philosophy of ‘Doing Well and Doing Good’ where our aspirations are always backed by purpose, we embarked on our contextual Piramal’s #WFHface Lacto Calamine campaign with our marquee product Lactocalamine for our customers to take better care of their oily skin.”
Hemant Shringy, Chief Creative Officer, BBDO India, Mumbai, said, “The ‘new normal’ has had a great impact on the beauty category. Faces are either behind closed doors or behind masks. But a skin care product like Piramal’s Lacto Calamine is hugely relevant even now. Which is why when Shruthi, (the Sr. Creative Director on the brand) shared the idea of ‘WFH Face’ we fell in love with it. It’s so real. And even the execution — every single word of the narrative, the cast, the nuances are refreshingly relatable.”
Agency: BBDO India
Chairman & Chief Creative Officer, India: Josy Paul
Chief Executive Officer, India: Suraja Kishore
Chief Creative Officer, Mumbai: Hemant Shringy
Senior Creative Director: Shruthi Subramanian
Senior Creative Director (Art): Balakrishna Gajelli
Art Director: Omkar Rachha:
Jr. Copywriter: Rhea Singh
GM and EVP, Mumbai: Priyanka Rishi
Account Director: Swati Singh
Account Executive: Bharti Verma
Studio Visual Editor: Rajeev Mohite
Studio Head: Hitesh Shah
Production Lead: KV Krishna
Production: Flying Elephant Films
Directors: Sanjana Jain & Avni Ajmera
Producer: Sanjana Jain & Smriti Sharma Bhaskar