Mumbai: 82°E, a self-care brand co-founded by Deepika Padukone and Jigar Shah, has announced its entry into the Body Care category with a range of body care products including Body Cleansers, Milk and Lotion.
The launch campaign has been conceived, created and executed by 82°E’s Agency on Record, Tilt Brand Solutions - a part of Quotient Ventures.
This launch campaign - Art of Leisure (Clip 1, Clip 2, Instagram), emphasizes how body care can become a nourishing, holistic practice for the mind and skin. The communication invites consumers to practice their favourite acts of leisure, an important aspect of self-care — joyfully and without guilt.
82°E’s entry into body care follows several successful product launches in skincare. The launch campaign further extends the brand’s point of view that skincare needs to be simplified.
Launched in November 2022, 82°E is on a mission to make the practice of self-care a simple, joyful and effective part of one’s everyday life. Over the past year, 82°E has built a strong foothold in the skincare category by focusing on simple yet high-performance routines for different skin types while driving the message of overall self-care—an extension of the co-founders’ commitment to well-being, emphasising the simplification of skincare, as its core proposition.
Speaking about the campaign, Keerthana Ramakrishnan, Chief Marketing Officer, 82°E said, “While Body Care is an extension of our skincare category, it offers a fresh new experience to our consumers. It was crucial that we communicated our intention of self-care through the campaign thought of Art of Leisure to our consumers, in an impactful manner. We wanted them to come on the journey with us; to take their self-care a step further with this new launch.”
For the brand, this campaign marks a crucial milestone of going above the line for the first time, intending to increase reach in key markets nationwide.
Speaking of the partnership, Quotient Ventures group chief executive officer T Gangadhar said, “We are thrilled to be partnering with 82°E to build a brand that is synonymous with self-care. The body care launch campaign is the first such initiative to that end. We are confident that, together, we can create a brand narrative that will deeply resonate with people and inspire them to prioritise their wellbeing.”
