MUMBAI: Cut The Crap (CTC) has executed an extensive radio campaign for Iba Halal Care titled ‘Beauty Products Ke Dirty Secrets’.

“The creative strategy is to drive home the negatives through products in which they matter the most. For example the presence of animal ingredients is most repugnant in case of lipsticks where the industry uses pig fat while Iba does not,” Cut The Crap founder and creative head Jagdish Acharya shared on the new radio campaign.

The campaign comprises four spots and consumer engagement through RJ interactions. Each spot reveals a secret of a popular cosmetic product or category and ends with the brand message ‘Koi secret nahin.’

As part of the consumer engagement program, RJs invited listeners to call in and talk about the negative side effects of any cosmetic product that they may have suffered from. These ‘negative endorsements’ created the perfect atmosphere for Iba to drive home the no-negative characteristic of halal cosmetics.

Ecotrail Personal Care CEO and managing partner Mauli Teli says, “Being the pioneers of Halal Cosmetics in India, we needed to educate the consumers about its scientific superiority over all other cosmetics. Revealing the secrets of cosmetic industry is a truthfully engaging way of doing so as Iba has no secrets. Consumer response has been very positive and we have seen increased footfalls at Iba store and switches from popular and premium cosmetics to Iba as a direct result of this campaign. We intend to rollout the campaign in a big way very soon.”

The ‘Dirty Secrets’ campaign was first tested in Baroda in October - November 2015 and based on the response, it was extended to other cities.