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, titled ‘Art of Leisure,’ was created and executed by 82°E’s Agency on Record, Tilt Brand Solutions – a part of Quotient Ventures. It emphasises how body care can become a nourishing, holistic practice for the mind and skin, inviting consumers to practice their favorite acts of leisure joyfully and without guilt.
82°E’s entry into body care follows several product launches in skincare. The launch campaign extends the brand’s point of view that skincare needs to be simplified.
“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,” Keerthana Ramakrishnan, chief marketing officer, 82°E said.