Everyuth Scrubs looks to break myths about blackheads

Zydus Wellness has rolled out a film for Everyuth Scrubs.

 

The film has been conceptualised by J. Walter Thompson, following the agency winning the account post a multi-agency pitch, 'a couple of months ago'. The agency will also handle products under the facewash and peel-offs category for the brand.

 

A voice over asks, 'Blackheads hai kya?' (Do you have blackheads?) A young woman follows up, posing the question another. She giggles saying yes, to her annoyance. The film goes on to show girls across different age groups and their understanding about blackheads. It goes on to break myths like 'fair women don't have blackheads' and that it only affects women above the age of 30. It ends with a solution to the problem of blackheads, Everyuth Naturals. 

 

Tarun Arora, COO and director, Zydus Wellness, said, "Scrub is an emerging category with very low penetration. The consumer research revealed that there are lots of myths about blackheads and dead skin cells problems. These myths need to be tackled to drive the brand and category growth and that’s what we have achieved through this communication.”

 

Samarth Shrivastava, VP and executive business director, J. Walter Thompson Mumbai, said, “Beauty brands need to realise that they are in a space where the audience already has enough players fighting to survive. So, unless you are hard hitting and entertaining you cannot build your brand presence and we managed to do exactly that."

 

 

Credits

 

Client: Zydus Wellness

Brand: Everyuth 

Agency: J. Walter Thompson (Mumbai)

Account management: Samarth Srivastava, Giridhar Bhat, Geetanjali Sharma, Paritosh Daryani

Creative team: Tina Sachdeva, Chitra Bhanu, Saloni Harshwal

Planning: Shaziya Khan, Layla Khan