Oxybleach, the premium bleach brand from the house of Dabur, has come up with a different kind of activation to promote the brand. Titled Pure Model India's International Face 2010 (IIF), the initiative is a nationwide search for two winners who will step into the fashion capitals of the world.
For the initiative, Oxybleach had already conducted auditions across Delhi, Mumbai, Chandigarh, Pune, Kolkata and Bengaluru. 12 contestants have been shortlisted from the audition for the Grand Finale, to be held on July 21 in Mumbai. The hunt will culminate in the selection of two faces, one male and one female, who will represent India at the fashion week in Milan and Paris.
While talking about this special initiative for the brand, Vikas Mittal, executive vice-president, marketing (personal care), Dabur India, says, "India's International Face, in many ways, mirrors the values of Oxybleach, making us the perfect fit as the title sponsor."
Oxybleach is also offering aspiring participants a chance to make it to the top six finalists directly through a wild card entry by writing about their 'Oxybleach moments'.
The entire idea of this activity has been conceptualised by Zoom Active.
The Oxybleach IIF finalists will also be featured in the 2011 calendar to be shot by Subi Samuel.
Oxybleach has achieved high brand visibility after being recommended by leading beauty professionals. The brand is available in pack sizes of 25g and 325g.