The what? The Body Shop has launched its first TVC television advert in India as part of a global advertising campaign, marking the onset of a new marketing strategy for the company.
The details Created by Publicis India, the new television advert for its British Rose range of bath and body products, is a landmark move for The Body Shop. The company is now also looking to tap into Instagram Shopping as well as a focus on omni-channel shopping.
Harmeet Singh, The Body Shop’s VP Marketing, Merchandising and E-Commerce Asia South, told exchange4media, “India is the first market ever for the brand to have released a TVC. Having been in the industry for so long this seemed to be one unexplored platform for us. We want to put the spotlight on the core ideology of The Body Shop that we are an ethical beauty brand on the TV Screen.
“The TVC is a milestone in The Body Shop’s history globally. There is always a right time for everything. I guess this was it for us as a brand.”
The why? The Natura-owned company is looking to drive home its credentials as an ethical beauty brand through the commercial and is evolving its marketing strategy. Singh highlighted that the TVC was being played on a media mix of lifestyle, entertainment and infotainment channels, widening the reach of their audience.
The move to digitalise its marketing strategy on social media sites is telling of the brand’s intention to modernize its advertising routes. Influencer marketing is also said to be in the pipeline.
Singh said, “In the era of digitalisation, social media is the primary mode of connection. Social media influencers have grown to play a pivotal role. Nowadays, influencers have their own fan base and following who anxiously look forward to their views and reviews and follow them almost religiously.
Talking about keeping its ethical values at the heart, she continued, “Keeping this in mind we prefer to associate with people who have similar values and not just more followers. We feel the right communication too grabs maximum eyeballs, just like we believe that ‘business for good’ is an absolute truth.”