Jovees Celebrates Golden Bengal’s Golden Glow with its new star studded TVC
A herbal and natural homegrown skincare brand, Jovees, has quite a vast presence in the Pan-India market with West Bengal being one of the top markets. The brand’s uncompromising take on quality and ingredients makes it a hit amongst Indians.
The brand wanted to tap into modern day love between couples with this TVC and wanted to bring out the sweet and sour glowing moments that they spend with each other. The brand played on the element of Bengal being called the Shonar Bangla (Golden Bengal) and mixed it up with the connotation of Shonar Chomok (Golden Glow) which was beautifully executed by Mixed Route Juice, a full service agency.
The ad stars West Bengal's two biggest stars Gaurav Chakrabarty and Ritabhari Chakraborty, who have given various Tollywood and Bollywood hits.
Ritabhari is known for her work in various Bengali films and also for starring in the famous horror film, Pari.
Gaurav is the new face of Bengali cinema and does strong character based roles.
He is also the new face of the Bengali detective “Byomkesh Bakshi”. He was also in the famous Zee 5 TV Series - Lal Bazaar.
More about the film
Bengal is called Shonar Bangla which roughly translates to the “Golden Bengal”, and in Bengal, the habit of calling your better half is as evident as having fish and rice for lunch. So the ad connects both and establishes the communication that - Bengalis are Mad about their Shonas, and to keep that Golden glow on your Shona, there is Jovees.
Agency: Mixed Route Juice
Creative Head: Amrita Sharma
Copywriter: Aniket tiwari
Art head: Tapas Ray
“Jovees and its offerings have been deep rooted in West Bengal since the brand’s inception. This TVC brings out slices of life situations that are found in common modern homes in the region. The stars Gaurav Chakrabarty and Ritabhari Chakraborty have been chosen with great deliberation and have done absolute justice to the roles they’ve played: a young doting couple, living up each and every moment of their lives.”
-Amrita Sharma, Co-founder and Creative Head
“West Bengal and peripheral regions have always been a focus for us. Lifestyle, emotions and relationships have all seen a drastic change across the world. The TVC places a young, relatable couple in the center and they are shown exhibiting scenarios in their everyday lives, just the kind of target audience we see for the brand. It hits the sentiment just right, especially in the market it caters to.”
-Ujjawal Ahuja, Director