The Body Shop India aims to 'spark a change' through Teddy Exports

The Body Shop India has rolled out its 'spark a change' campaign ahead of the festive season, featuring actor Shefali Shah.

The campaign aims to raise awareness about how investing in festive gifting can bring joy to loved ones and make a meaningful difference for the community that has helped make the brand's products come to life.

The Body Shop has also incorporated QR codes at their store and across touchpoints, enabling consumers to make direct donations to the underprivileged during this festive season.

Each festive gift from the brand is imbued with ingredients or packaging sourced from its community fair trade partners, empowering customers to champion communities across the globe. This includes handcrafted pouches by artisans at Teddy Exports, making this festive season an opportunity to ignite positive change in countless lives.

Conceptualised by Brand Movers, the film showcases Shah as she emphasises the brand's commitment to giving back to society through its festive gifting initiatives. It prominently features 'Teddy Exports,' a fair trade company, and the local artisans who are instrumental in manufacturing the brand's products.

The campaign was launched on 12 October and will run for three months.

On the sidelines of the campaign launch, we spoke with Harmeet Singh, vice president and marketing head, The Body Shop India. She shared insights into the brand's marketing strategies for this festive season, the rationale behind choosing Shefali Shah as brand ambassador, and ongoing efforts to stay ahead of competitors.

Edited excerpts:

Can you share details about the festive campaign, including the key elements and themes that will be emphasised to effectively connect with the target audience?

Our festive campaign revolves around a profound message: during this joyful season, while everyone is busy shopping and exchanging gifts with loved ones, we also aim to give back to the underprivileged in our society.

The Body Shop is renowned for its commitment to driving social change, a legacy spanning over four decades. As part of this campaign, we proudly spotlight the 'Teddy Exports' community, established in 1987 and based in Madurai, Chennai. This fairtrade company plays a pivotal role in crafting our products, showcasing our brand's active involvement in supporting the livelihoods of the women in this community.

Nearly 600 women artisans are part of this fair trade company. Our support not only contributes to their children's education and healthcare but also resonates deeply with many others.

This campaign is a significant highlight, as we want our customers and consumers to know that The Body Shop offers a diverse range of gifts suitable for all age groups and budgets. Our gift options span from INR 595 to INR 995, ensuring that there's something for everyone, whether you have a specific budget in mind or are looking for gifts in various price ranges.

What does the marketing split for this campaign look like?

We've allocated 70% of our budget to digital marketing, reserving the remaining funds for influencer marketing.

What led to the choice of Shefali Shah as the face of the campaign and how do you expect her influence to resonate with the campaign's objectives?

Shefali has played a pivotal role in effectively conveying The Body Shop's message to our consumers. She is remarkably genuine and authentic in her personal life, reflecting the same authenticity in her public persona and the roles she chooses. She possesses a significant presence and a strong voice, making a genuine connection with our consumers.

What are the brand’s plans to scale and stay ahead of the curve amongst its competitors in the beauty space?

We take pride in the fact that we are an activist brand. Our brand ethos believes in building a fairer world, spreading happiness, and making a positive impact in the lives of people.

As a brand, we wholeheartedly embrace our core values and ethos. This commitment is vital to us, as it keeps us at the forefront of change.

The Body Shop is about more than just selling beauty products; it's about actively addressing issues, improving livelihoods, and advocating for a better, more vibrant community.

This is what sets us apart from other beauty brands and competitors, carving out a unique and exclusive space for us. Being an activist brand is not just the right path for us; it's the only path.