Dia Mirza reforms the cleaning narrative with Beco

Beco, an eco-friendly d2c home, kitchen and personal care brand, has launched a campaign featuring its brand ambassador Dia Mirza. 

 

Conceptualised by ^ a t o m Network, the film aims to position the brand as a chemical-free home cleaning supplier. The film features an ad within an ad. The first part of the film showcases a lady in a traditional cleaning products TVC. 

 

In the second part, Mirza switches the TV where the ad was playing and cautions viewers about some of the available and advertised range of home products. She goes on to reveal how these products contain high levels of toxic and carcinogenic chemicals, that can lead to perils on one's health. The film ends with the perks of using Beco's eco-friendly home products.

 

Akanksha Gupta, lead-marketing, Beco, said, “The homecare category hasn’t seen much innovation for the past 20 years, let alone the sustainable space. Consumers are looking at the same predictive ads, falling for them and unknowingly consuming these products out of habit. However, the fact of the matter is that solutions created by the FMCG brands years ago haven't been reinvented, and therefore is leading to an unhealthy consumption. Moreover, customers don’t even know that their essentials like tissues and cleaners can be harmful. Being India’s natural homecare brand, we want to change and are changing the way people buy these products. Positioning Beco in a captivating, easy to understand and impactful fashion, we are bringing in the much-needed disruption. This campaign is just the beginning of a more consumer-focused, data-led, and creative-technology interspersed brand that we’re in the process of building." 

 

Yash Kulshrestha, CCO, ^ a t o m, added, “Truth is the most powerful sword a brand can possess. We just took it out of the sheath and presented it in a hard-hitting yet entertaining way. The integrated campaign starts with a set of teasers, followed by multiple films starring Dia Mirza, which talks about chemicals left on your dishes after cleaning them with regular dishwashing liquid and how they may contain carcinogenic substances. The category is brimming with loud and look-alike ads with superficial claims. It helped us mount our narrative and highlight the grim part in a more palatable way. The campaign is also supported by multiple digital activities which will help in delivering the short term business metrics as well.” 

 

CREDITS: 

 

Chief creative officer: Yash Kulshrestha

National creative director and vice president: Ananda Sen

Creative team: Pratik Chavan, Ravi Sudarsanan, Rajat Patekar

Planning lead: Ruma Singhal

Account management lead: Ruhee Chamadia, Goonj Sardana

Production house: Another Idea productions

Director: Jeet Lotia

Producer: Gaurav Gandhi, Nidhi Gandhi