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Garnier to launch interactive campaign for Pure Active

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MUMBAI: Skincare major Garnier is gearing up to launch a new interactive digital ad campaign for their brand Garnier Pure Active.

FoxyMoron is the digital creative and media agency for the campaign.

Titled ‘Burst BlackHeads‘, the campaign personifies ‘BlackHeads‘ as characters and gets audiences and prospective consumers to know these BlackHeads and thus understand not only their causes but also their characteristics via interactive storytelling.

The characters, with names like ‘Oily Omkar‘, ‘Sticky Suzy‘, ‘Don Blackhead‘ and ‘Lil Don‘, live lives on the faces of every user and through the same, ensure that they drive home the point of the key causes of blackheads being oil, pollution and dust.

On digital, Facebook is the central hub for the campaign. There are digital banners across sites like Facebook, YouTube, Yahoo, Indiatimes, In.com, the Google Network and other niche sites used to generate visibility on digital.

The campaign aims to generate a reach of over 20 million for the ‘BlackHeads‘ campaign on digital taking users through multiple interactive banners and messages that effectively communicate the product truth.

It has launched with a teaser, which currently has consumers guessing who these ‘characters‘ really are. The objective of the teasers is to create intrigue, generate a sense of likeability for the design but also communicate that these characters coming as actually ‘bad‘ for you.

Garnier Skin Naturals marketing manager Anuj Jain said, "Pimples and blackheads are usually a taboo subject to talk about openly for teenagers. To enable them to effectively understand and also discuss the causes of blackheads in an interesting and interactive format, we decided to pursue an interactive storytelling format with a strong and disruptive visual approach that catches the attention of teenagers."

FoxyMoron online strategist Harshil Karia added, "Apart from being visually stimulating, the campaign focuses on core communication and has strong elements of education and zeroing in on the product truth, which is the essence of Garnier communication."

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