There is nary a connection between a skin cream and India’s first woman IPS officer Dr Kiran Bedi. However, the top cop has been roped in as brand ambassador to advocate the new brand philosophy of No Marks cream from Ozone Ayurvedics, the FMCG arm of Ozone Group – ‘Raho No Marks Hamesha’.
And in case anyone thinks this is purely a commercial association, think again, because Re 1 from every tube of No Marks sold will be contributed towards Dr Bedi’s charitable trust for rehabilitation of drug abused children, prison reforms and education and cultural development of the under-privileged.
The campaign is also to promote the addition of three new product ranges for different skin types and age-groups in the organic product No Marks’ portfolio. Ozone Ayurvedics has earmarked a budget of Rs 20 crore on the promotional activities.
A TVC broke on March 1 on all general entertainment channels, along with some news and regional channels. The TVC shows Dr Bedi advocating the product in a subtle yet strong manner. The 20-second long TVC has voiceovers in English and Hindi. The creatives have been done by 4th DIMC, while the production house is Kailash Picture Co of Kailash Surendranath.
Speaking on the initiative, SC Sehgal, Chairman & Managing Director, Ozone Group, said, “I believe that in the advertising world claims made are larger than life, thus it becomes imperative that we first know who we are and then put lifesize expectations in front of our consumers. Hence, we would like to redefine the concept of advertising.”
He further said, “The reason for choosing Dr Bedi as our brand ambassador is also because we believe in honesty, and she epitomises that honesty. We want to deliver what we promise. Creating the perception of sincerity is what we consider advertising.”
On her association with No Marks cream, Dr Bedi said, “For me, No Marks stands for absolute purity as it is proven organic. The manner in which No marks has redefined beauty is what I like most. It stands for blotless beauty, which is external as well as internal. Besides, it is also supporting the causes that I work towards.” According to her, the product stood for unblemished character which was above colour, creed and even gender.
On her future plans for promoting the brand, Dr Bedi said, “I plan to continue my support and strengthen the spread of the No marks concept of beauty for a more confident and integrated society.”