JWT India wins creative mandate for Everyuth scrubs facewash, peel offs

The agency has created the first TVC for scrubs range that targets the younger woman who's juggling multiple roles, and a hectic life while taking care of her skin.

Zydus Wellness awarded its creative mandate for Everyuth scrubs facewash and peel offs to J Walter Thompson (JWT), India - an integrated communications company, specialising in advertising, digital, activation, public relations, direct marketing, design, social and rural communications - following a multi-agency pitch. The account will be handled by the Mumbai office. The first TVC created is for the Everyuth scrubs category.

Speaking about the win, Samarth Shrivastava, VP and executive business director, JWT Mumbai, says, "Beauty brands need to realise that they are in a space where the audience already has enough players fighting to survive. So, unless you are hard hitting and entertaining you cannot build your brand presence and we managed to do exactly that."

The scrub tackles blackheads, a silent problem that women of every age group have been facing over the years. The film targets the younger woman who's juggling multiple roles and a hectic life while taking care of her skin. The ad campaign, conceptualised and crafted by JWT Mumbai, highlights and breaks myths related to blackheads.

The Everyuth Naturals Advanced Hydro-Active Walnut Apricot Scrub TVC starts with a question "Blackheads hai kya?" From here begins the journey to meet different girls from all age groups and what is their understanding about blackheads and dead skin cells. The TVC captures various myths that have been noted in various researches done like 'Blackheads happen post 30' or 'Fair girls are not prone to blackheads' or for that matter even the fact that some women are completely unaware of blackheads or look at it as facial hair.

The idea is to break through the clutter and showcase, in a very lucid manner and with a touch of humour, how Everyuth Naturals Advanced Hydro-Active Walnut Apricot Scrub helps get rid of blackheads and dead skin cells, and leaves the skin clear and moisturised.

Tarun Arora, COO and director, Zydus Wellness, says, "Scrub is an emerging category with very low penetration. The consumer research revealed that there are lots of myths about blackheads and dead skin cell problems. These myths need to be tackled to drive the brand and category growth, and that's what we have achieved through this communication."