MUMBAI: The DDB Mudra Group has conceptualised and executed the re-launch campaign for OxyLife bleach. The objective was to re-introduce the brand with a new identity and premium imagery while strengthening the oxygen promise.

The concept of the idea borrows from the insight oxygen is new news in the skincare category and used it as the highlight of the brand, positioning it as the new miracle ingredient in skincare. The value proposition of the brand is the benefit of natural fairness infused into the skin through the goodness of oxygen.

The brand ambassador for OxyLife is Bollywood actor Minissha Lamba. The TVC narrates the advantages of oxygen with a twist. It shows how Lamba, thanks to her fair and clear complexion, has people yearning to help her out, pay attention to her and wait for her. The commercial highlights the fact that the secret of this complexion is OxyLife bleach. The TVC is produced by Nirvana Productions. A complimenting print campaign has also been launched.