Jyothy Labs has launched a new campaign for its bio-enzyme-powered anti-bacterial Exo range, marking the brand’s foray into dishwashing liquids alongside a refresh of its existing bar portfolio. Conceptualised by simple agency, Loggerheads’ creative unit, the campaign features actor Yami Gautam leading communication across North, East and West India, while Keerthy Suresh fronts the messaging in the Southern markets.
The film opens with a man struggling to scrub a greasy pan, clearly out of his depth. His sister, played by Gautam, walks in, spots the pile of unwashed dishes, and cheekily questions the previous night’s “party.” After teasing him for sticking to outdated dishwashing methods, she orders the brand’s new antibacterial liquid via a quick-commerce app and hands him the solution – leaving him to finish the job himself. The film closes on light sibling banter as the product proves its effectiveness.
Notably, the campaign flips a familiar homecare advertising trope – instead of a woman shouldering the chore, a man is at the sink, with the female lead simply pointing him to the right product rather than stepping in herself.
Chirag, founder, simple agency, said the brief was clear from the start: the product had to remain the hero. He noted that Jyothy Labs’ two-voice approach – using regionally resonant faces – helped the campaign connect authentically across markets, while ensuring the celebrity presence never overshadowed Exo’s anti-bacterial performance credentials. “The faces changed, but the message stayed consistent,” he added.
