The lockdown-life has changed the way we get ready for work and the way we take care of how we look. Piramal’s Lacto Calamine skincare brand decided to tell women to use Lacto Calamine for oil-control, even while at home. So, the task was to come up with an idea that’s compelling and relevant to the new normal, lockdown lifestyle for women.
With work-related video calls being a significant part of the lockdown lifestyle, the brand said it “realized that more than ever, faces are in focus now.” BBDO India created a digital campaign #WFHFace which kick-started with social media posts followed by a digital film to tell women that Lacto Calamine for oil-control is WFH ready.
“COVID-19 has pushed us to look at skincare from a ‘back to basics lens’,” said Piramal CPD Spokesperson. “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 ‘overdo’ 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.”
“The ‘new normal’ has had a great impact on the beauty category,” said Hemant Shringy, Chief Creative Officer, BBDO India – Mumbai. “Faces are either behind closed doors or behind masks. But a skincare product like Piramal’s Lacto Calamine is hugely relevant even now. This 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 Credits: BBDO India
Josy Paul – Chairman & Chief Creative Officer, India
Suraja Kishore – Chief Executive Officer, India
Hemant Shringy: Chief Creative Officer, Mumbai
Shruthi Subramanian: Senior Creative Director
Balakrishna Gajelli: Senior Creative Director (Art)
Omkar Rachha: Art Director
Rhea Singh: Jr. Copywriter
Priyanka Rishi: GM and EVP, Mumbai
Swati Singh: Account Director
Bharti Verma: Account Executive
Rajeev Mohite: Studio Visual Editor
Hitesh Shah: Studio Head
KV Krishna: Production Lead
Production Credits – Flying Elephant Films
Directors: Sanjana Jain & Avni Ajmera
Producer: Sanjana Jain & Smriti Sharma Bhaskar
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