We all are aware that cosmetic products contain harmful ingredients such as animal fat, alcohol, chemicals. But the halal cosmetic brand Iba is all set to break the clutter by revealing ‘Beauty Products Ke Dirty Secrets’ through its new radio campaign.
According to Mauli Teli, CEO & Managing Partner, Ecotrail Personal Care, revealing the secrets of cosmetic industry is a truthfully engaging way of doing so as Iba has no secrets.
Speaking about the campaign, Teli said, “Being the pioneers of Halal Cosmetics in India, we needed to educate the consumers about its scientific superiority over all other cosmetics. 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”.
Conceptualised by Cut The Crap, this radio campaign is aimed at signify the absence of animal ingredients, alcohol and harmful chemicals in Iba halal cosmetics.
Speaking exclusively to IndianMediaBook, Jagdish Acharya, Founder & Creative Head, Cut The Crap, said, “It is the absence of negatives that differentiates Iba halal range from rest of the cosmetics. Negatives that the cosmetic industry has kept hidden from its consumer. Revealing the truth was the simple idea behind the campaign.”
Big bet on radio
Radio was chosen as the medium of choice to convey this difference in an engaging manner. Acharya believes that 360 does not mean all media but optimum media. Thus, radio itself is the 360 for this campaign as it offers a cost effective reach for sustainable period of time, the two requirements for creating mass disruption by a new brand.
Beauty Products Ke Dirty Secrets
During October/November, Iba the halal cosmetics brand rolled out a campaign titled Dirty Secrets in Baroda. The campaign received good response, hence the brand decide to extend the campaign and brought it to other cities as well.
The campaign comprises of 4 spots and consumer engagement program running in parallel. Each spots sheds light on a secret and ends with the brand message Koi secret nahi. The consumer engagement involves inviting listeners to share their personal experiences of harmful side-effects of using a cosmetic product. The negative endorsements created the perfect context for Iba spots.
As part of the consumer engagement program, popular RJs invited listeners to call in and talk about the negative side effects of any cosmetic product that they may have suffered from. Hundreds of people reported such incidents that were aired live. These negative endorsements created the perfect atmosphere for Iba to drive home the no-negative characteristic of halal cosmetics.
The vision
Acharya informed that response for the campaign has been tremendous, in both form of buzz that’s making consumers seek more information about halal cosmetics as well as actual brand off take.
Iba is on a rollout mode, the campaign will be carried out across all markets in a phased manner. Once begun, it will be sustained.
“It will be a continuous exercise in a given market with different consumer outreach programs. Our aim is to make Iba halal a game changer in the Indian cosmetic Industry, concluded Acharya.
Source: IndianMediaBook - Media
