How do we break the trend of over-the-top portrayals of skin products?


By pushing forth reality through a functional product campaign that highlights the power of ingredients


To cut out the impractical, over-the-top/instant beauty transitions as shown by competitor ads in their communication, we decided to address the nutritional benefits of Joy Honey & Almonds Body Lotion by laying direct emphasis on the ingredients and the advantages of it based on daily use. We focussed on two key benefits of the product inspired from the TVC to retain consistency & recall - non-sticky & deep nourishment.
Thus, based on these two key elements, we retained the different aspects of Kriti's natural characteristics - direct, honest, casual & intelligent - to talk about the product realistically.