Mumbai: Homegrown eco-friendly D2C home, kitchen & personal care brand Beco has launched its new ad campaign featuring its latest range of home care and cleaning products. The campaign, designed and created by ^ a t o m Network, features Beco's new brand ambassador, Bollywood actor and environmental conservationist Dia Mirza.
The campaign takes a direct dig at some of the leading and widely available & advertised range of home cleaning products which today’s consumers are unaware of, as being not only harmful to the environment but also for the family’s health. It pitches the brand as the safe and natural alternative with its ‘new range of antimicrobial dishwashing liquid, floor cleaner, laundry liquid, and tissues made from 100 per cent plant-based ingredients and extracts of essential oils.'
“Truth is the most powerful sword a brand can possess. We just took it out of the sheath and presented it in a hard-hitting yet entertaining way,” said ^ a t o m CCO Yash Kulshrestha, speaking about the campaign and the ad film. “The integrated campaign starts with a set of teasers, followed by multiple films starring Dia Mirza, which talks about chemicals left on your dishes after cleaning them with regular dishwashing liquid and how they may contain carcinogenic substances. The category is brimming with loud and look-alike ads with superficial claims. It helped us mount our narrative and highlight the grim part in a more palatable way.”
The 50-second film directed by Jeet Lotia and produced by Another Idea productions features an ad within an ad to give the entire campaign a realistic feel. It emphasises that although most over-the-counter cleaners do the trick of cleaning our homes, the high levels of toxic and carcinogenic chemicals that can be present in them pose a health risk for the users.
“The homecare category hasn’t seen much innovation for the past 20 years, let alone the sustainable space. Customers don’t even know that their basic essentials like tissues and cleaners can be harmful,” stated Beco lead of marketing Akanksha Gupta. "Positioning Beco in a captivating, easy to understand and impactful fashion, we are bringing in the much-needed disruption. This campaign is just the beginning of a more consumer-focused, data-led, and creative-technology interspersed brand that we are in the process of building."
“Everyone talks about the idea of sustainable living, but when it comes to real adoption, we are still sticking to harmful products which are not only bad for the earth but also dangerous for every member of the family," said Beco co-founder Aditya Ruia. "Using technology, every product of Beco is naturally sourced and uses no harmful chemicals - making them safe for daily use, and are available at affordable pricing."
