The digital campaign promotes the By The Blues 3-in-1 Brightening Perfume Body Lotion, highlighting its aquatic woody fragrance, skin-brightening ingredients and moisturisation claims
Personal care brand mCaffeine is expanding its body care portfolio with By The Blues, a 3-in-1 brightening perfume body lotion that combines moisturisation, skin-brightening ingredients and a long-lasting fragrance.
The product is being promoted through a digital campaign featuring characters from television comedy F.I.R., creator Dharna and mCaffeine co-founder Tarun Sharma. The film revolves around the lotion’s aquatic woody fragrance, drawing a comparison with the experience of a holiday in Goa.
The lotion contains 5 per cent niacinamide and glutathione, which the company says help brighten skin and reduce the appearance of dark spots and pigmentation with regular use. It also features a 7 per cent Deep Moisturising Complex, with the brand claiming up to 72 hours of moisturisation.
The campaign uses a mock investigation to introduce the product’s fragrance and skincare claims. It will run across mCaffeine’s digital and social media platforms.
Commenting on the campaign, Tarun Sharma, co-founder of mCaffeine, said the brand wanted to build a story around the lotion’s fragrance experience rather than rely on conventional skincare advertising.
The company has not disclosed the product’s price, campaign budget or expected sales contribution.
