The TVC is aimed at empowering young women by breaking the shackles of insecurities.
Eva, a leading name in women’s deodorant category by TTK Healthcare has launched a new television video commercial (TVC) – ‘Band of Baes’. The TVC has been conceptualised and executed by independent integrated advertising agency – Curry Nation.
The TVC showcases the modern-day friendship between three young women, pursuing their love for music. Bringing a highly relevant issue of body insecurity to the forefront, the film portrays how Eva’s new Roll-On helps one of the friends overcome her apprehension about her under arms with the product’s natural formulation helping achieve brighter, fresher and softer underarms, thereby infusing her with confidence to perform zealously at the forthcoming show.
The no alcohol and no aluminium formulation sets Eva Roll-On apart from the clutter of chemical based roll-ons available in the market. With its unique formulation of Tahiti Monoi oil extracts, delivers not only a pleasant fragrance but also ensures that underarms stay moisturized and soft. This new campaign reaffirms Eva’s commitment to empowering young women, offering a product that goes beyond deodorant to enhance their confidence and self-esteem. The product is available in three different variants namely – Splash, Shine and Soft.
Vishal Vyas, Vice-President (CPD), TTK Healthcare shared, “The ‘Band of Baes’ campaign is designed to resonate with today’s generation of young women. The campaign resonates with the message of building a connection, fostering self-love, and encouraging young girls to break free from their insecurities. Eva Roll-On not only helps nourish their skin and makes them feel fresh but also makes them feel confident and ready to face the world with pride.”
“Our goal with ‘Band of Baes’ is to inspire young women to feel confident in their own skin. Eva has always been more than just a product for freshness – it is a brand that nurtures confidence and self-expression. Through this TVC, we aim to showcase that confidence is empowering, and every woman deserves to feel her best, each day,” said Priti Nair, Founder, Curry Nation.
The TVC will be deployed across media platforms such as Star Plus, Colors, Sony SAB, Zee TV, Zee Cinema, Sony Max, Goldmines Movies, 9XM, B4U Music, MTV, ShowBox, Dangaland and will be made available in 7 languages in order to resonate with a wider audience.
Eva launched as a teen grooming brand by TTK Healthcare in 1998. From the very beginning, it has been a leading player in the women’s deodorant category. A few years ago, it diversified into the roll-on and no gas perfume categories. Today, Eva enjoys top-of-mind brand recall and traction among teenagers and young adults in India. Eva celebrates the Women of today for her uniqueness, and aims to be the friend in their endeavour to face everyday life confidently.
