Play out of your skin

MUMBAI: Zydus Wellness Ltd (ZWL) has recently re-launched their range of men?s personal care products under the Everyuth Menz brand name, which focuses primarily on the skin care needs of Men. Men generally tend to spend most of their time outdoors and their skin requirements are also very different from those of women. Keeping this in mind, ZWL has re-vamped the product line up for the brand in order to more closely satisfy the demanding needs of men. The range of Everyuth Menz includes a Whitening Cream, a Face wash and an Exfoliating Scrub.

Everyuth Menz is positioned as a product that encourages you to "Go out and Play" without worrying about the effects of the environment or weather on your skin, and seeks to appeal to the adventurer within us. To establish this new "Born to Play" positioning for Everyuth Menz in a highly cluttered personal care segment and to communicate product benefits by encouraging men to experience the products at multiple touch points, DDB MudraMax has conceptualised a unique consumer activation called "Play out of your skin." In this men are invited to indulge in physical challenges like a semi -combat obstacle course, arm wrestling etc and at the same time are told about various product benefits. The shortlisted participants will be taken to an outdoor sports destination in Bangalore where they will compete with each other for the grand prize of winning a trip to New Zealand.

To support this activation, a thematic on-ground campaign was implemented at various malls across major cities of India including Mumbai, Pune, Ahmedabad, Delhi, Bangalore, Hyderabad, Chennai and Kolkata. A float was also made to tour various places to generate excitement and awareness about the event. Radio city was entrusted with the responsibility of driving the campaign on radio which added to the overall excitement.

Mr. Elkana Ezekiel, Managing Director, Zydus Wellness said, "We at Zydus Wellness keep the consumer in the forefront of all our activation experiences. Today?s men do not just want to live a routine life, but also want to have exciting experiences like adventure sport, trekking etc to live life to the fullest. This puts tremendous stress on their skin. Everyuth Menz is a range of high performance products for such men who are "Born to Play". With Everyuth Menz, ? Play Out of Your Skin? contest we have tried to strike a chord with the consumer by giving them an experience of the product."

Commenting on this, Mandeep Malhotra, President, DDB MudraMax said, "Proud to be working on Zydus. It gives us immense pleasure to work with brands that are connected with real people on ground."

Commenting on this, Samir Vithlani, Associate Director, DDB MudraMax said, "It gives us immense pleasure to extend our integrated services to Zydus Wellness. In this cluttered male youth market eyed by multiple brands in the category we took the challenge to create a differentiated campaign. The campaign is crafted reaching out to a larger base on ground, on radio and on digital platform. The outcome of the campaign has provided substantial traction for the brand.

Credits
DDB MudraMax Experiential, Mumbai
Office Head: Mandeep Malhotra
Business Head: Alvin Dsouza
Creative Head: Arpan Jain
Account management: Samir Vithlani
Client Servicing: Pankaj Narsian
Creative: Tanushree Sharma and Arjun Vednayagam
Production & Execution: Amit Tulsan, Dhirendra Thakur, Dileep Mishra, Arvind Lingampally, Rishi Tiwari, Sahil Jagirdar, Sandeep Sharma and Sanjay Pandey

DDB MudraMax
DDB MudraMax (Engagement & Experience), provides multi-specialty expertise to help build brands in the age of convergence. DDB MudraMax comprises fourteen strategic business units under four disciplines - Media, OOH, Retail and Experiential. These SBUs provide clients seamless solutions across a wide array of media touch points.

DDB MudraMax has been crowned the ?Outdoor Agency of the Year? for three consecutive years, at two different forums - the Exchange4media Outdoor awards for 2011, 2012 and 2013 and the Outdoor Advertising Convention Awards for 2010, 2011, 2012. Apart from this prestigious win, the agency has also been named the ?Specialist Agency of the Year?, thrice in a row, at Campaign Asia Pacific - Agency of the Year awards for 2010, 2011 and 2012.

The agency also won 11 awards at the coveted PMAA (Promotional Marketing Awards of Asia), which also included the Dragon for the ?Best Campaign In Asia and India? for Reliance Media?s Silent National Anthem, in 2010.

This year, a new forum initiated by Afaqs! And Monster.com titled "The Agency Happiness Report" declared DDB MudraMax as the ?Happiest Agency of the Year?, 2012.

DDB MudraMax?s clients include ACC, Aircel, Amway, Ashok Leyland, Asian Paints, Birla Sun Life, BPCL, Castrol, Central Bank of India, Colgate, Fosters, Gillette, Hewlett Packard, Hindustan Times, ITC, Johnson & Johnson, Jyothy Laboratories - Henkel, Kotak, L&T, LIC, Nirmal Lifestyle, Pepsi, Reebok, Samsung, Standard Chartered Bank, Star, Tata, Titan, TTK Prestige, Uninor, Union Bank of India, Volkswagen, Western Union, Wipro Consumer Care, World Gold Council, Yamaha and others.