MAM
WOW Skin Science releases series of TVCs that focus on ‘in-moment’
Mumbai: WOW Skin Science, India’s leading beauty and wellness brand, has released a series of Television Commercials (TVCs) that focus on “in-moment” humor to bring out the core message – “WOW Activated Naturals | Get used to WOW”.
The campaign celebrates the launch of its new brand platform ‘Activated Naturals’ that aims to harness the power of naturals activated with efficacy of new age actives – elevating the end benefit for the consumer – the WOW effect. Seeking to upgrade consumers from the generic gentle care offered by natural products, Activated Naturals seeks to give women that glow and brightness through introduction of an active ingredient, for eg. Niacinamide and Vitamin C.
Most beauty ads are templated – where the core focus is to highlight the transformative before and after caused by the product. This TVC adopts a unique approach – by combining humor and beauty in unexpected situations. The film is based on a relevant and nuanced insight around moments when a woman does not want to look good. The ‘Get used to WOW’ TVC depicts popular actress-influencer Aisha Ahmed in serious “non beauty” moments – asking for a sick leave at work or at a pet funeral – emitting a radiant glow, courtesy of WOW’s Vitamin C + Niacinamide Activated Naturals facewash. Ahmed, who stars in the commercial, is known for her critical roles in TV shows such as Adulting, Lock’d IN and Minus One: New Chapter. The Mumbai-based actress is the face of the commercial and started acting at the age of 20 and is known for her charisma and on-screen presence.
Leo Burnett conceptualised and produced this campaign and speaking about it, Leo Burnett executive creative director Shahnawaz Qadeer had to say, “It was fun and refreshing to take a new look at beauty commercials. While most beauty ads still prioritize showing the positive outcomes of their product in a quintessential way, we took a counter-intuitive approach and highlighted the challenges of looking too good in certain situations. By latching onto the trend of ‘Pretty People Problems’, our campaign aims to set itself apart by adding some much-needed humor in the world of beauty commercials. We hope that the audience will resonate with the message – you can find your glow in the most unlikely circumstances.”
Since time immemorial, women have strived for a glowing and radiant skin. Through the unique advert, WOW characterizes Vitamin C and Niacinamide into humourous questioning on the lines of ‘Kuch nahi hai toh problem, sab kuch hai toh bhi issue hai?’
Wow Skin Science CMO Vanda Ferrao spoke about this unique campaign, “Through the ‘Activated Naturals’ platform, WOW Skin Science aims to inspire a redefinition of beauty norms. By showcasing radiance in unexpected scenarios and through the lens of humour, the campaign highlights the brand’s commitment to innovative and efficacious skincare solutions. It’s time to move beyond mere natural ingredients – the era of Activated Naturals is here!”
Brands
Ather Energy doubles service network to 500 centres nationwide
EV maker scales support alongside growth to keep riders on the road
MUMBAI: Ather Energy is quietly building more than just scooters. It is building the backbone to keep them running.
The electric two-wheeler maker has expanded its service network to 500 authorised centres across India, nearly doubling its footprint in a year from 277. The move mirrors its growing retail presence and signals a clear focus on one often overlooked part of EV ownership, what happens after the purchase.
From the outset, Ather has prioritised service support in every city it enters, aiming to make ownership as smooth as the ride itself. Its Gold Service Centres bring in upgraded customer lounges, modern equipment and processes designed to make servicing more transparent and reliable.
Speed, too, is part of the pitch. Through its ExpressCare initiative, riders can get periodic maintenance done in about an hour, now available across 82 centres, turning what used to be a chore into a quick pit stop.
Ather Energy chief business officer Ravneet Singh Phokela said, “Crossing 500 service centres is an important milestone as we scale across the country. Reliable after-sales support is central to the ownership experience, and our focus remains on consistent service quality and accessibility.”
The expansion comes as demand grows for models like the Ather 450 and the Rizta, which have helped the company reach a broader set of riders across metros and emerging cities alike.
Alongside servicing, Ather continues to power up infrastructure through the Ather Grid, now one of the largest fast-charging networks for two-wheelers, with over 4,300 charging points.
With plans to scale further and deepen its presence, Ather’s approach is clear. Selling the scooter may start the journey, but keeping it running smoothly is what sustains it.
