I have seen 3 ads in this series and they definitely caught my attention.
The cosmetic segment is very crowded, and purchase is to a significant dependent on brand loyalty.e Brand loyalty comes from experiences with the brand and what we believe works on our skin, hair etc. There must be different categories of people here, but I would suspect that making people try new cosmetics may not be the easiest thing.
So what does a (relatively) new brand do? Well it needs to get people's attention to start with. And this series caught mine. I think it represents women in India in a slightly refreshing manner. Its not the same old - for the cool hip India lets get Priyanka or Deepika; for the regular lets be cliche in our stories. This is pleasantly surprising, simple, honest and believable.
Now that they have caught attention - getting people to try will be the next task. What is special about what you have to offer? Why should I consider a switch?
I will wait for the answer to that - and then maybe, just maybe, they will have at least one convert :)