BBDO India acknowledges the importance of skincare in lockdown via new campaign for Piramal’s Lacto Calamine

The lockdown-life has changed the way we get ready for work and the way we take care of how we look. Skincare brand, Piramal and BBDO India, launched this campaign to tell women to use Lacto Calamine for oil-control, even while at home.

The task was to come up with an idea that’s compelling and relevant to the new normal, lockdown lifestyle for women. With work video calls being a significant part of this lockdown lifestyle, we realized that more than ever, faces are in focus now. This launched BBDO India’s latest digital campaign #WFHFace, which kick-started with social media posts followed by a digital film to tell women that Lacto Calamine for oil-control, can be used even while at home.

Women are conscious of how their face looks on video calls as they all have different ways of presenting themselves. Some keep it simple, some go for that subtle eyeliner, while others prefer a dash of eyecatching lipstick.

While acknowledging the various #WFHFaces of women, Piramal and BBDO India gently reminded them of their oily skin underneath and how Lacto Calamine Oil Balance is a water-based lotion with Tri-Action formula which absorbs excess oil and unclogs pores providing problem-free skin.
As they all have a unique #WFHFace, we encouraged them to use Lacto Calamine for a clear, matte #WFHFace.

Piramal’s CPD Spokesperson said: “COVID-19 has pushed us to look at skin care from a ‘back to basics lens’. Earlier, cosmetics were set to be the market leaders but with work from home becoming the new normal, there is an innate need to groom well but not ‘over do’ it. With our philosophy of “Doing Well and Doing Good” where our aspirations are always backed by purpose, we embarked on our contextual Piramal’s #WFHface Lacto Calamine campaign with our marquee product Lactocalamine for our customers to take better care of their oily skin”.

Hemant Shringy, Chief Creative Officer, BBDO India – Mumbai said: “The ‘new normal’ has had a great impact on the beauty category. Faces are either behind closed doors or behind masks. But a skin care product like Piramal’s Lacto Calamine is hugely relevant even now. Which is why when Shruthi, (the Sr. Creative Director on the brand) shared the idea of ‘WFH Face’ we fell in love with it. It’s so real. And even the execution – every single word of the narrative, the cast, the nuances are refreshingly relatable”

VIEW THE FILM

Credits
Agency: BBDO India
Josy Paul – Chairman & Chief Creative Officer, India
Suraja Kishore – Chief Executive Officer, India 
Hemant Shringy: Chief Creative Officer, Mumbai
Shruthi Subramanian: Senior Creative Director
Balakrishna Gajelli: Senior Creative Director (Art)
Omkar Rachha: Art Director
Rhea Singh: Jr. Copywriter
Priyanka Rishi: GM and EVP, Mumbai 
Swati Singh: Account Director
Bharti Verma: Account Executive
Rajeev Mohite: Studio Visual Editor
Hitesh Shah: Studio Head
KV Krishna: Production Lead 
Production Company: Flying Elephant Films
Directors: Sanjana Jain & Avni Ajmera
Producer: Sanjana Jain & Smriti Sharma Bhaskar