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Safi Balqis

Wipro Unza has collaborated with J. Walter Thompson (JWT) Malaysia's subsidiary Contract Communications for a campaign to relaunch SAFI’s Balqis Sheet Mask with OxyWhite formulation.

Tapping into horror and humour, the campaign "Dari Hantu Jadi Ayu" (From Ghost to Gorgeous), will run on social media with three videos. The videos highlight the fun side of beauty, encouraging women to wear SAFI Balqis OxyWhite Sheet Masks and prank unsuspecting victims such as family members and friends.

The campaign was based on proprietary insights which revealed that many women see wearing a sheet mask as a time-consuming chore. Also, JWT Intelligence's "New Muslimah" study showed an increasing demand for halal beauty and pride in homegrown products.

Sriram Krishnamurthy, chief executive, Wipro Unza (Malaysia), said the company wanted to communicate in an entertaining way that SAFI Balqis OxyWhite not only whitens consumers' skin, but also keeps it moisturized for a longer duration without being a chore.

"This new campaign from Contract Communications Malaysia helps show how SAFI Balqis OxyWhite Sheet Mask can help make your weekly beauty regimen more entertaining, under our overall 'Selamat & Suci' (Safe & Pure) brand promise," he added.

Saurabh Saksena, MD, JWT Malaysia added that the campaign is a "refreshing change" from other brands in the segment as it moves away from tactical product demonstration.

"Personally, I love the simplicity and the universality of the idea. Anyone who has used facial masks or seen someone use them has surely thought of or felt like this," he said.

Check out one of the three Facebook videos below: