The entire ad is conveyed through music and gestures, without the use of a single word, leaving the viewers smiling and awed.
The marketer’s stroke of genius
The marketer has smartly tried to shift the product category (cosmetics) from low to high involvement by enhancing the situational involvement through the ad: the bride is getting ready before her wedding.
By featuring the product with its name among an array of other nameless cosmetic products, the viewer has been made immediately aware of the product.
With the changing trend of Facebook as source of interesting advertisements, opinions, blogs and other lifestyle ideas, propagating the advertisement through social media with attention seeking captions with massive number of likes also drive curiosity to check the page and has been an important source of propagating the advertisement campaign.
With most cosmetics focussing on the ‘glamour’ aspect and being endorsed by celebrities, be it Kareena Kapoor for Lakme Iconic Kajal or Aishwarya Rai Bachhan for L’oreal or Alia Bhatt for Maybelline, the brands appeal on an aspirational level to get that ‘gorgeous’ look. Eyetex Dazzler through this campaign appeals on an emotional level, with the emphasis on real people being ‘beautiful’, making it stand out strikingly against its rivals.