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Rediffusion's new Amway campaign bets on brand attitude

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MUMBAI: Be Bright is a range of skincare products introduced by Amway that appeals to the young adults who desire a great looking skin anywhere and anytime.

The campaign brief was to definitely not go on the lines of the classic done-to-death piece of creative, which showed the daily ritual of skin care in a product window. It asked for a new dimension. The creative agency came up with the campaign line "Spread the glow inside out” and made it into a brand film. The campaign has been conceptualized for the brand Attitude–Be Bright.

The script went through a four-city research and upon positive feedback, the campaign was executed.

Amway Category head Anisha Sharma said in a statement, “The beauty market is so overcrowded with problem-solution advertising that we wanted our brand to stand out by showcasing a script that focused on the inner glow. We wanted to portray situations where the individual’s inner glow/spark rubs off positively on those around her. ’”

According to Rediffusion Y&R ECD (North West)Pranav Harihar Sharma, “ The brand ‘Attitude’ was launched four years back by Rediffusion with a similar mindset. This time when we set to pen the script of ‘Be bright’ those campaign codes were there at the back of our minds.”

This film is based on a simple observation which everybody can relate to. Sharma explained, “It needs brightness inside the heart to see and do such an act. And that’s what the brand ‘Be Bright’ stands for. I’ve been privileged to write and direct this film and I hope people will follow this in their lives. It is one of those ads that can be imitated as acts in the life. “

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