Bodycare International Ltd.
Bodycare Kiya Kya?
How Garage Collective launched Bodycare in South India with Kajal Aggarwal - the 'Bodycare Kiya Kya?' campaign that exceeded sales targets.
The Numbers That Matter
0Soared
Brand recognition in South India
0Exceeded
Sales targets in new market
0Household
Name status among young mothers
0Successful
Regional market entry
The Challenge
Bodycare, a leading comfort wear brand, set its sights on expanding into the South Indian market - a region with distinct cultural preferences, language barriers, and deeply loyal local brand affinities. The brand needed to resonate with regional audiences, particularly young mothers who are the primary purchase decision-makers for family apparel and thermals.
^ the "houston, we have a problem" moment
Our Approach
^ step by step, no shortcuts
Regional cultural deep-dive to understand South Indian consumer preferences
Celebrity ambassador selection: Kajal Aggarwal - South Indian superstar and young mother
Memorable jingle creation with regional appeal and recall value
Two TVCs produced: comfort wear range and thermals collection
Multi-platform distribution across regional TV, YouTube, and social media
We created the 'Bodycare Kiya Kya?' campaign - anchoring the brand's South India entry around Kajal Aggarwal, a beloved South Indian actress and young mother who perfectly embodied the target audience. The campaign featured two TVCs showcasing comfort wear and thermals, supported by a catchy jingle designed for regional recall. Understanding that cultural authenticity was non-negotiable, every creative decision - from casting to music to dialect - was made with South Indian audiences at the center.
^ that's the big brain move
“Garage understood that entering South India wasn't just about translation - it was about cultural connection. Kajal was the perfect choice, and the jingle still gets stuck in people's heads.”
VP Marketing
Bodycare International Ltd.
liked what you saw?
Your Turn.
Every case study started with a conversation. Let's start yours.
^ no pitch deck, we promise
More Proof We Know What We're Doing
^ humble, we know