Mumbai: As the lockdown has eased and the impending doom of the Covid-19 wave is fading away. Indians are preparing well to welcome the festival of Holi. However, people have become a little conscious about what they eat, wear or apply on their skin! Understanding this behavioural change, Jaipur-based cosmetic startup Gulco has brought out a unique range of organic Holi colours and backed with a digital advertising promotion that is buzzing on social media.
The tagline of the campaign #KhushiyaanAapkeRangHumare and the effort by Gulco is to ensure that those celebrating the festival of colours have a safe and nature-friendly Holi. According to founder Divya Jain, organic is the new normal! From organic vegetables to organic products and clothes, people are becoming too conscious about organic products.
Jain says: “Gulco is a conscious celebration brand that aims to provide a unique experience of luxury to joyful moments. Our ethos lies in not just creating but elevating.”
And on the occasion of Holi, Gulco is offering a 100 percent chemical-free product range that is safe for the environment and users. Jain explains that Gulco’s products are intricately handcrafted with pure, organic, real and indigenous ingredients to make the celebrations more memorable.
Jain points out that the campaign is very close to people’s hearts because the past two years have been a dull and dark phase for everyone. What makes this campaign special is the hope to get back to a normal life after continuous struggle and lockdowns for the last two years.
People are looking forward to celebrating the ‘Holi’ festival whole-heartedly in 2022.
“This hope has been the driving force that birthed Gulco. With this campaign, we make sure our celebrations are more wholesome than ever in every way,” Jain says.
Post Covid-19 unlock turned out as an opportunity
She also reveals the idea behind the campaign! She highlights that the motive was to tap into the emotional connection with the target audience.
“After a long pandemic, everyone has been longing to celebrate and rejoice with their loved ones. That was one of the key motives we were targeting to achieve. With the overall rise in the social media consumption and screen time of our target audience, social media awareness of the brand has been our primary concern while launching the brand,” Jain says.
The aim is to translate memories and emotions into products and experiences. For Holi 2022, we have developed a new range of gulal made from real flowers and enriched with essential oils. A lot of people are sceptical about playing Holi because of the skincare repercussions.
“All our colours are made from food-grade produce, real flowers and essential oils. Our products are safe for children too,” she says.
How Gulco’s spreading awareness around organic
On being asked how Gulco spread awareness around organic products and what impact they have created so far, Jain says that to spread awareness they are focusing on micro details to create a macro difference. For example, Holi and its colours are too common to even realise that we can go nature friendly here! But we realised it, hence launched this product.