Mumbai: Caffeinated personal care brand mCaffeine has collaborated with actors Radhika Apte, Shruti Hassan, and Vikrant Massey for its upcoming campaign to help establish an ‘addiction’ to all the good caffeine can do. The brand film is targeted towards the Gen Z audience while communicating the D2C brand's ‘Addicted To Good’ proposition.
“Given the rising awareness about personal care, with our ‘Addicted To Good’ campaign, we aim to emphasise the benefits of our hero ingredient and solidify mCaffeine’s position as India’s most favourite caffeinated personal care brand," said mCaffeine CEO & co-founder Tarun Sharma. "The proposition comes from the human insight that we are essentially creatures of habit that favour repetition. A single good habit can often lead to another, starting a chain of goodness. Representing the young and energetic go-getters who the brand’s products are made for, the three ambassadors will share the goodness of caffeine with everyone - along with the good that the brand does at large.”
Aside from opposing animal testing, the colour, the gender-neutral brand promotes clean, sustainable living. With the ‘Addicted To Good’ message, mCaffeine aims to inspire the audience to unearth their full potential and be the best version of themselves - because feeling good is everyone’s right, said the brand.
“For me, personal care is not just limited to outer appearance but a feeling of goodness from within. I have personally been a mCaffeine user, and I stand by the ideology of the brand. mCaffeine - 100% natural, vegan, cruelty-free, and with zero plastic footprint - has consistently made a meaningful impact in today’s world by supporting addiction to the goodness of caffeinated personal care products," said Shruti Hassan.
“Looking at the growing consciousness of today’s millennials, I believe that we all must pledge to products that make us addicted to not just a good regime but also a good environment," said Radhika Apte.
Vikrant Massey added, “The pandemic has brought me closer to myself and my personal care routine, and I think that’s the scenario with everyone. Consumers are looking for an impactful factor in every choice they make, and a brand like mCaffeine, in today’s time, is making it easily possible for them with their consistent efforts."
