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Scarecrow creates a nourishing film for Joy Cosmetics

Kolkata-based Joy Cosmetics has launched a new campaign for its flagship lotion brand, Joy Honey & Almonds Nourishing Body Lotion.

The campaign has been conceptualized by Scarecrow Communications. It has been directed by Krish Jagarlamudi, who is all set to helm the Akshay Kumar starrer, Gabbar, that releases next year.

Joy Honey & Almonds, which was voted 'Product of the Year 2013' delivers nourishment that goes skin deep and leaves it soft and hydrated. The brand has been growing rapidly in the past 2 years particularly in the Northern belt. Joy Cosmetics is available across 23 states in more than 1 lakh retail outlets .

Says Sunil Agarwal, Chairman and owner of Joy Cosmetics, "When Joy Honey & Almonds Nourishing Body Lotion won Product of the Year in 2013, we felt the time was ripe for the brand to launch a new TV campaign. We wanted a clutter-breaking ad that highlighted the brand's strong nourishment credentials - "Poshan wala Lotion" - and connected with consumers' emotions. Scarecrow has delivered an excellent campaign that does this wonderfully, through apt situations, choice of music & a unique black & white treatment."

Says Raghu Bhat, Founder Scarecrow Communications, "Our last film for Joy Skin Fruits facewash had got a great response in the marketplace had a fun outdoorsy feel to it. But nourishment is a pure, selfless, private and a very emotional act. It's an act of communion between the receiver and the provider - that provides sustenance to the receiver and divine happiness to the giver. This film celebrates these aspects through a beautiful execution. And since this is advertising, what better than tying up all this poetry with a highly memorable tagline - poshan wala lotion?"

Says Arunava (Joy) Sengupta, Founder Director, Scarecrow Communications, "Today the consumer is spoilt for choice when it comes to body lotions. There are brands that most of us have grown up with and also quite few big MNC entrants. In this clutter it was imperative for us to communicate the 'goodness' of a Joy Honey Almond both in terms of its unique product formulation and it's skin benefits, in a way that it becomes memorable. With the 'poshan wala lotion' campaign I honestly think we have successfully done that.

Joy Cosmetics is endorsed by Bollywood star, Anushka Sharma for its Skinfruits face wash range.

Credits:
Brand: Joy Cosmetics Honey & Almonds
Client: Sunil Agarwal
Agency: Scarecrow Communications
Creative: Raghu Bhat, Manish Bhatt, Diana DSouza
Account Mgt: Arunava Sengupta, Mansi Chaudhary
Director: Krish Jagarlamudi
DOP: Manikandan
Producer: Satish Fenn

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