Cut The Crap (CTC) has executed an extensive radio campaign for Halal cosmetics brand Iba. The campaign is titled ‘Beauty Products Ke Dirty Secrets’.
According to the press release, Iba needed to communicate their point of difference from all the other cosmetic brands in the market. Radio was chosen as the medium of choice to convey the brand characteristics in an engaging manner. The creative strategy was to drive home the negatives through products in which they matters the most.
Jagdish Acharya, Founder-Creative Head, Cut The Crap, said, “The creative strategy is to drive home the negatives through products in which they matter the most. For example the presence of animal ingredients is most repugnant in case of lipsticks where the industry uses pig fat while Iba does not.”
The campaign comprises four spots and consumer engagement through RJ interactions. Each of the radio spots chooses a different negative aspect through a product or category that best amplifies the aspect. The radio spots end with a simple brand assurance from Iba: ‘No secrets’.
In the RJ interactions during the campaign period people were encouraged to call in and talk about negative side effects of any cosmetic product that they may have suffered from.
Mauli Teli, CEO and Managing Partner, Ecotrail Personal Care, said," Being the pioneers of Halal Cosmetics in India, we needed to educate the consumers about its scientific superiority over all other cosmetics. Revealing the secrets of cosmetic industry is a truthfully engaging way of doing so as Iba has no secrets. Consumer response has been very positive and we have seen increased footfalls at Iba store and switches from popular and premium cosmetics to Iba as a direct result of this campaign. We intend to rollout the campaign in a big way very soon."
The ‘Dirty Secrets’ campaign was first tested in Baroda in October-November 2015.