Jyothy Labs has rolled out a new national campaign for its Bio-Enzyme-powered Anti-Bacterial EXO range, marking the brand's entry into the dishwashing liquid category alongside a refresh of its EXO Bar and EXO Round products.
Created by a simple agency, the creative unit of Loggerheads, the campaign adopts a dual-celeb strategy, with Yami Gautam representing the brand across North, East and West India, while Keerthy Suresh fronts the communication in the southern markets.
The campaign focuses on demonstrating the product's Bio-Enzyme formulation rather than celebrity-led storytelling, with region-specific creatives designed to make the communication more relatable while maintaining a consistent national message.
“Our brief from the very beginning was simple: the product had to remain the hero,” said Chirag, Founder of a simple agency. “Jyothy Labs’ decision to adopt a two-voice approach allowed the campaign to connect with audiences across different parts of the country through familiar and trusted faces. As the creative agency, our role was to bring this direction to life in a way that felt locally relevant while keeping the focus firmly on Anti-Bacterial EXO and its performance. While the faces changed, the message remained consistent. Every creative decision was made to strengthen relatability without allowing the celebrity presence to overshadow the product.”
The campaign is being rolled out across television, digital platforms and retail touchpoints nationwide.
