MyGlamm’s #InfinitePossibilitiesEveryday campaign features Shraddha Kapoor in a digital video campaign (DVC). In the campaign, Kapoor, as both actor and brand ambassador, demonstrates the product’s versatility by speaking in four different accents, namely British, American, French, and Russian. This approach showcases the ‘Super 4’s’ adaptability to various personas and occasions, seemingly, making the campaign engaging. Ketan Bhatia, group brand director, Good Glamm Group, talks to BrandWagon Online, about the inspiration, creative process, and challenges faced in bringing this campaign to life.
What inspired the concept behind this campaign, and how does it resonate with your target audience?
The concept behind this campaign is inspired by the endless possibilities in everyday life. It’s not just about makeup; it’s about embracing and fearlessly expressing every aspect of oneself. Our message aims to seamlessly integrate our Super Range of makeup, featuring the Super 4 4-in-1 Liquid Lipstick Stack, tailored for our audience. This Super Range is crafted for the super nari of today who effortlessly juggles multiple roles each day. She needs makeup that multitasks as she does, providing unmatched flexibility and convenience to achieve the desired look for any role she undertakes.
Can you walk us through the creative process of developing this ad campaign from ideation to execution?
The campaign ideation was a collaborative effort with our investor and brand ambassador, Shraddha Kapoor. Our goal was to highlight the versatility of the MyGlamm 4-in-1 Liquid Lipstick Stack, emphasizing its ability to cater to various facets of a person in one convenient product. Among Shraddha’s many talents, her ability to nail different accents has become increasingly popular and thus inspired the central creative idea to showcase our core product proposition. We built upon this concept, incorporating it into the main creative direction with Shraddha. Additionally, we produced multiple content pieces featuring Shraddha and leading beauty content creators to bring the campaign to life.
What challenges did you encounter during the creation and implementation of this ad campaign, and how did you overcome them?
The biggest challenge for us was to keep this campaign feeling as organic as possible, while still delivering on the brand messaging. This campaign is designed for social media, and needed to be thumb-stopping to perform. To overcome this, we didn’t just tap into a popular talent that Shraddha has, but also brought together leading beauty content creators to bring the concept alive in their own popularly creative ways.