It is said that a healthy skincare regime is extremely essential to fight dullness and maintain glowing skin, especially in this heavy dose of pollution in India. Be Bright is a range of skincare products introduced by Amway that appeals to the young adults who desire a great looking skin anywhere and at anytime.
The campaign brief was to definitely not go in the lines of the classic done to death piece of creative which showed the daily ritual of skin care in a product window. It asked for a new dimension. Creative agency Rediffusion Y&R, came up with the campaign line “Spread the glow inside out” and made it into a brand film.
The script went through a 4 city research and upon positive feedback, the campaign was executed.
Anisha Sharma, Category Head (Beauty) at 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. Infact, it is all about Attitude. This is one of the key embodiments of brand ‘Attitude’.”
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 4 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 – Head of Operations (North), Rediffusion Y&R said, “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 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.”
Source: Rediffusion Y&R