Mamaearth's newest digital campaign celebrates the allure of glass-like skin with its Rice Facewash, drawing inspiration from the age-old Korean beauty secret of rice water. The film, conceptualized by Havas Worldwide India, captures the product's innovative properties, offering a solution for achieving a radiant skin glow.
Campaign for Rice Facewash' Launch
Set in the dynamic environment of an office after hours, the narrative unfolds amidst the camaraderie of colleagues engrossed in late-night work. A young Korean intern, captivated by a coworker's luminous complexion, seeks the secret behind the radiant skin, leading to a whispered revelation: "Your Korean secret."
As memories of home flood her mind, the intern reminisces about her mother's homemade rice water, a cherished beauty tradition. Her colleague introduces her to Mamaearth Rice Facewash, emphasizing its ability to streamline the entire rice water preparation process.
In a subsequent encounter, the intern's arrival unveils a mesmerizing transformation—her skin radiates with glass-like luminosity, leaving her colleagues spellbound. The scene culminates in a shared celebration, as both women embrace the daily ritual of achieving radiant glass skin with just one product.
Mamaearth's Marketing Team's Vision
Anuja Mishra, EVP and Chief Marketing Officer of Honasa Consumer highlights the campaign's focus on offering a clean beauty solution that harnesses the power of rice water, reflecting consumer receptivity to K-beauty trends.
Anupama Ramaswamy, Chief Creative Officer at Havas Worldwide India, comments on simplifying elaborate skincare routines for busy lives by bringing them in easy-to-use, modern formats, portrayed through a heartwarming narrative of camaraderie and cultural exchange.
The 30-second ad film was conceptualized by Havas Worldwide India, underscoring Mamaearth's commitment to innovation and nature-inspired skincare solutions.
