Joy Cosmetics Tells Women They are Beautiful Through a Unique Activation by Straightline

Marketing | April 21, 2017 | Promotional Feature

Straightline

Joy Personal Care, a leading FMCG brand, recently launched their honey & almonds nourishing body lotion television commercial. The TVC caught maximum eyeballs due to the unconventional route taken with famous comedian Bharti Singh because this was the first time that a cosmetic product involved an unusual brand ambassador. Joy Cosmetics conceptualized the TVC with the belief that “All Women are Born Beautiful”.

                                   
                              Poulami Roy, Head of Marketing Communications, Joy Personal Care

As described by Poulami Roy, Head of Marketing Communications, Joy Personal Care, “The personal care market in India is still at a nascent stage in comparison to the developed countries and there is ample growth opportunity in years to come. Joy perhaps being one of the very few Indian companies who is purely into the personal care space and is here to stay as a prominent player."

                                     
                                               Debangshu Dasgupta- Director, Straightline

After this successful ATL campaign, it was a challenging task for the brand to the take the execution on ground. According to Debangshu Dasgupta, Director, Straightline, “Sampling, discount coupons, gift vouchers, mystery shopping activities are clichéd. It required something unusual and never tried before. At Straightline, we believe simplicity is the new mantra for activation to be successful in India. Most activation fails in India due to complex plan and poor understanding of ground realities. For Joy Cosmetics, we did a lot of research while making the concept and finally we zeroed down to 'You are Beautiful'- The Baap of Activations!”

He further added, "The idea was to take the core brand belief to the consumer in a straight-to-the-face manner. The core communication was to tell all the women that you are beautiful, to the point and straight, And we did that exactly and in such a way so that they remember the incident forever. Just imagine a conversation in a place like Aminabad in Lucknow, agirl with Burqa was walking down the street and suddenly another girl approached her and acknowledged her beauty and gifted a rose as because all women are born beautiful. And you won’t believe the positive reaction you get to see in that woman’s face."

Sharing her response to this message, a woman approached by a promoter remarked, “The feeling is unexplainable when someone comes and tells you that whoever you are and whatever you are, you are beautiful! It’s like a celebration of womanhood! I am speechless, thank you so much for the thought and appreciation! Thanks to Joy Personal Care!” And this was the feeling of 100,000 girls in one day in Lucknow! The activity took place at Lucknow on January 25, 2017 and at Jaipur on February 8, 2017. The culminating events in each of the cities took place at a five star Hotel with a meet and greet session with the Brand Ambassador Bharti Singh

The magnitude of the activity was humongous. 500 trained female promoters greeted more than a lakh of women irrespective of their class, creed, looks, and age at each city. Along with these, the message from the brand was conveyed to each recipient. This was possible because of the exhaustive training sessions with this Beauty Brigade (Female promoters) prior to the activity.

                                 
                                    Suman Karmakar- Account Manager, Straightline Solutions

Commenting on the activity Suman Karmakar, Account Manager, Straightline Solutions said, “Ideating this concept was fun. Feasibility checking was done much before the concept was presented to the client. We mapped the high footfall areas of both the cities, calculated average footfall on both weekdays and weekends. Did some primary research to understand the reaction of the TG”


                                Sabyasachi Sen-Project Heads, Straightline Solutions

“At the end of the activity, the smiling faces and beautiful testimonials from the recipients gave us the ultimate satisfaction! I think this is one of a kind of records, I checked with Guinness and Limca book of records I couldn’t find any such mammoth activity,” added Sabyasachi Sen and Arijit Chakraborty, Project Heads, Straightline Solutions.                                                                         

Apart from the distribution of roses by the “Beauty Brigade”, 10 beautifully decorated flower carts roamed around the city. One of the channel partners of Joy Cosmetics remarked, “It’s really a treat for the eyes to see the entire city full of roses and feels great that Joy Cosmetics is responsible for this.”

                                
                                       Amitava Mandal- Business Head, Straightline Solutions

Amitava Mandal, Business Head, Straightline Solutions said, “Innovation is the key, but a seamless execution is what makes a concept powerful and memorable. We feel privileged that the client trusted us and gave us the opportunity think beyond normalcy."

Straightline is a five year old agency, based out of Kolkata and having presence in Delhi, Mumbai, Bangalore and Dubai. Specialized in doing corporate events, activations, exhibitions, corporate film productions and many more.

Joy Cosmetics redefined the ground activation with its 'Beauty Brigade' that reached out to around one lakh women in Lucknow and Jaipur.

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