As Mullen Lintas bags the creative mandate for Nature’s Essence, it also has released the brand’s maiden campaign across media channels.
Mullen Lintas has recently won the creative mandate for Nature’s Essence, a skincare and haircare brand backed by Samara Capital. Following the win, Mullen Lintas Mumbai has also conceived a campaign speaking directly to consumers, a maiden for the brand that operates predominantly in the B2B space.
Speaking about its maiden campaign, Amit Chopra, CEO, Esme Consumer Pvt. Ltd., said, “For more than 20 years, Nature’s essence has helped women discover their real beauty through its range of Facial Kits, Gels, Creams and Face washes. Our first campaign, “Hello Beautiful”, encourages every woman to discover their inner beauty by embracing the best that nature and technology has to offer.”
The new campaign is part of the revamped brand strategy, crafted by Futurebrands, which imagines beauty & skincare in a fresh new avatar.
Conceptualized by Mullen Lintas, the brand’s debut film follows a young woman carrying out her morning skincare routine as she goes about speaking over the phone, with her ‘new self’ revealed towards the end of the film.
Commenting on the campaign idea, Garima Khandelwal and Azazul Haque, CCOs, Mullen Lintas, said, “Nature’s Essence’s range of beauty products for everyday skincare make you meet your new beautiful skin, as though you meet yourself for the first time. We won the business with the strategy of making beauty a conversation with self, talking to the new confident audience that is not seeking or cares for external validation or admiration for her newfound beauty, but making herself her biggest fan and admirer.”
The integrated campaign is live across online and other media channels.
- Creative: Garima Khandelwal, Azazul Haque, Ripanka Kalita, Mohammad Raza, Utkarsh Chilla, Madhurenu Datta, Aswirbaad Das, Aakash Pandya
- Account Management: Hari Krishnan, Priya Balan, Samir Sagar, Miloni Shah
- Planning: Ekta Relan, Vinit Jani
- Production: Bubblewrap Films (Director: Jessica Sadana)