Cut The Crap unveils radio campaign for Iba halal care products

18 Dec,2015

By A Correspondent


CTC has executed an extensive radio campaign for Iba. The campaign is titled ‘Beauty Products Ke Dirty Secrets’.


Iba, India’s first halal cosmetics, needed to communicate their point of difference from all the other cosmetic brands in the market. Iba has the widest range of halal cosmetic products in the world that are distinct from the rest of the cosmetics in that they do not contain animal ingredients, alcohol and other harmful chemicals like sulfates, phosphates and bleaches.


Radio was chosen as the medium of choice to convey the brand characteristics in an engaging manner. The creative strategy here is to drive home the negatives through products in which theymatters the most. For example the presence of animal ingredients is most negative in case of lipsticks where the industry uses pig fat while iba does not.


The campaign comprises of 4 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. Hundreds of people reported such incidents that were aired live. All such conversations were branded and carried the brand message. These ‘negative endorsements’ created a perfect atmosphere for Iba to educate on the positive aspects of halal cosmetics.


The ‘Dirty Secrets’ campaign was first tested in Baroda in October/November 2015. Buoyed by the response the campaign is being rolled out in other cities.


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