VLCC disrupts festive skin care marketing with Category India’s First Animoji Campaign

Leverages the brand-new feature on the latest Apple phones – the Animoji, the campaign has been conceptualized and executed by Grapes Digital

With the beauty and skin care category hugely cluttered in the Indian sub-continent, VLCC, along with Grapes Digital have a launched a campaign leveraging a brand new feature on the latest Apple phones – the Animoji.

 The festive season is a particularly busy time for marketers, when almost any conversation finds it difficult to drive recall. However hard they try, cutting ice with the consumer always becomes a challenge.

 To address this challenge, the campaign has Shiny Aunty and Chaddaji, two very quirky characters, created by Grapes Digital, the creative agency for VLCC. By narrating stories and creating product usage contexts, these characters not only win the heart of the consumer but also managed to create an Industry first innovation.

Speaking on the innovation, Shradha Agarwal, COO of Grapes Digital, said, “Our agency solutions have always been founded on the pillars of creativity, innovation, and technology. The Animoji innovation has managed to disrupt the category and stand-out strongly in the cluttered Diwali space making us the first brand to use it. Going forward, we will continue working towards creating more such innovations and conversations for the brand.”

Pleased with the innovation, Ajeet Bawa, Digital Head, VLCC Personal Care, said, “Grapes has always led the game in terms of using innovative approaches to digital advertising. The current Animoji campaign only reinstates the trust that we have in them. We look forward to continued creativity and innovation from their stable for our brands.”