EyetexDazller takes emotional route to connect with its consumers

13 Jan,2017

By A Correspondent

 

Cosmetic brand EyetexDazller has unveiled its latest digital campaign conceptualized by SoCheersInfotech. EyetexDazller has consciously steered away from doing an advertisement which focuses on their products or colorsand have chosen to go with an emotional connect.

 

Released to coincide with the wedding season, the TVC starts off with a mother helping her daughter get dressed for her big day. A beautiful bond shared between a mother and daughter is showcased with the mother finding it extremely difficult to accept that it’s time to bid her goodbye. Enter the bridegroom who walks in to comfort the anxious mother and promises to take care of her daughter, no matter what.

 

The groom sits down and kisses her hand and that’s when we realise that the bride is visually disabled. But does that stop her from looking beautiful and having the most beautiful day of her life with the man who loves her for what she is? No. Because everyone deserves a happy ending.

 

“Around 68 per cent of women in India are non-experimentative with make-up. The bold & glamorous ads that make-up brands usually do intimidate the general massy people who find it difficult to feel as glamorous as the celebrities or models used by brands. We’ve seen women fall in that trap of buying make-up just for its aesthetic value & we thought it’s time to take a different approach. Real women wear make-up at important occasions in their life – dates, interviews, family weddings, etc. and we chose to highlight one of the most important days of a girl’s life – her wedding day. A day everyone, young and old, will relate to,” said Mehul Gupta, CoFounder, SoCheersInfotech.

 

He further added that the idea behind choosing the a visually disabled girl is to pilot away from conventional brides. Disabled people have normal lives too and this ad just goes on to show that.

 

The campaign was written by JitendraHirawat, directed by Mannish Madhavand produced by Imaginarium Media.

 

 

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