THE WHAT? RSH Global has unveiled a range of personal care products that are suitable for acid attack survivors, bought to market ahead of the launch of the Indian movie Chhapaak, which focuses on an acid attack survivor, according to a report by Business Insider.
THE DETAILS India is said to top the list for acid attacks worldwide, with the new RSH product range featuring hypo-allergenic face-wash, moisturiser, cream and sunscreen.
THE WHY? Having conducted a survey prior to releasing the range, RSH Global used the movie’s trailer as incentive to launch, running a campaign using the #skinofcourage hashtag that celebrates the main character of the movie, Malti.
With dermatological skin care being rare and priced at a premium in India, the range is targeting the mass market.
Roy, CMO, RSH Global, said, “After our R&D in September, in the month of December, we came to know about the detailed storyline of the movie Chhapaak from trusted sources and hence decided to associate with a larger ‘cause’. We were clear that we weren’t looking for a film integration or a conventional co-branded promo. We spoke to Fox Studios and explained how the brand’s association with the cause highlighted in the movie can help us reach a wider audience, we thus began our endeavour of association.”