Try a Combat

Everyuth Menz has carried out a four-week campaign across top eight metro cities to position itself as a protector of men's skin in tough conditions.

Everyuth Menz, a brand from Zydus Cadila's men's toiletries segment, has just concluded a four week long campaign across top eight metro cities of the country. The campaign aimed to promote its range of face washes, whitening creams and scrubs and targeted male audiences of 18+ years falling under SEC AB. It also aimed to encourage sampling.

Executed by DDB MudraMax, the main theme of the campaign was to place the participants under tough conditions in a controlled environment. The participants were made to pick up logs of wood, pass through tyre trenches, do arm wrestling and pass through a combat type zone, after which they were mostly sweating, with dirty hands and in dire need to freshen up. They could then visit an experience zone created on the spot, to try Everyuth's products.

Samir Vithlani, associate director, DDB MudraMax, says, "Our idea was to create an activation which has some kind of challenge attached to it and not a vanilla kind where it is easy going for the participants. We aimed at making the brand stand out and promote it as the protector of the skin in tough environments. Our aim was to create awareness and give it a distinct positioning."

The winners of each contest in different cities participated in a Grand Finale on June 30 in Bengaluru.

The activity took place in high congregation areas such as malls and RWAs of Mumbai, Pune, Ahmedabad, Delhi, Bengaluru, Hyderabad, Chennai and Kolkata. The mall activity took place on weekends, whereas the canter activity took place during the week at several locations in a city.

Apart from on ground activation, the brand used digital and radio extensively for the promotions. The radio promotions took place through Radio City, while on the digital front, ads were placed on www.rediff.com and www.indiatimes.com.

Everyuth Menz is a brand that comes under Zydus Wellness. It consists of products such as soap-free face wash, face masks, skin exfoliators and others. Zydus Wellness has a range of products that comes under the categories such as healthcare, nutrition and cosmeceuticals. Some of its brands are Everyuth, Nutralite and Sugar Free.