Cut The Crap is the creative agency for iba, India's First Halal cosmetics brand

India’s First Halal Cosmetics brand, iba, was launched by ECOTRAIL PERSONAL CARE in Ahmadabad last week. The brand is being retailed exclusively out of company owned iba stores. Cut The Crap won the creative account last year in a multi-agency pitch.

While in India Halal popularly and immediately refers to meat, Halal Cosmetics is a global phenomenon, a rapidly evolving niche worldwide. These products are certified by Halal Board, in case of iba by Halal India, and do not contain pig-fat and other animal derived ingredients, harsh chemicals and alcohol. They  are 100% animal-cruelty free.

For India’s very first Halal Cosmetics, Cut The Crap came up with the name iba. Iba in arabic means sense and pride. Iba being Halal, makes tremendous sense as the right choice of cosmetics for scientific reasons. Iba that stands for all things pure and values like beauty without cruelty adds to the self-esteem of today’s consumer whose first port of connect with a brand is its attitude.

The agency has been responsible for packaging design of 60-plus products that comprise the iba range. The logo motif of iba is a ‘flowering water droplet’. Cleansing is the fundamental beauty-care tenet of Halal. The flowering drop thus connotes beauty that blooms through cleansing.

The campaign ‘iba mubarak’ broke this week in print and outdoor and will be followed by a TV commercial that’s in the making. The campaign was preceded by a fortnight long outdoor teaser that just said iba mubarak, coming alliteratively close to eid mubarak. Sanjeeda Shaikh of nach baliye and ‘ek hasina thee’ fame has been roped in as the brand ambassador.