JWT India bags creative duties of Everyuth Scrubs Facewash & Peel Offs

Zydus Wellness HAS awarded the creative mandate for its Everyuth Scrubs Facewash & Peel Offs brand to J. Walter Thompson India following a multi-agency pitch. The account will be handled by the agency’s Mumbai office.

 JWT has conceptualised the first TVC for the Everyuth Scrubs category. The scrub tackles blackheads, a silent problem that women of every age group have been facing over the years. The film targets the younger woman, who is juggling multiple roles and a hectic life, while taking care of her 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 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.

 Commenting on the campaign’s differentiated offerings, Samarth Shrivastava, VP & Executive Business Director, J. Walter Thompson Mumbai, said, “Beauty brands need to realise that 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, COO & Director, Zydus Wellness, added here, “Scrub is an emerging category with very low penetration. The 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.”

 Watch the TVC:

https://spaces.hightail.com/receive/lK8fg

 Agency credits:

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

Creative team: Tina Sachdeva, Chitra Bhanu, Saloni Harshwal

Planning: Shaziya Khan, Layla Khan