Project: Joy Moisturising Body Lotion Ad Film
Client : Joy
Role : Director

While designing the communication our single point agenda was to ensure we remain true to the brand philosophy right from the choice of our brand ambassador to the story that we would like to tell.

We opted for this experimental approach. Being a personal care brand, taking a contrarian known face, telling the women (who are the target consumers) that every woman has imperfections and quirks that they are born with which make them unique and beautiful. Being proud of the beauty you are born with, not stressing to enhance or accentuate it was the crux of the campaign - ‘Beautiful by nature’.