20 July 2026, National, India: a simple agency, the creative unit of Loggerheads, has developed a new national campaign for Jyothy Labs’ Bio-Enzyme-powered Anti-Bacterial EXO range, marking the brand’s entry into the dishwashing liquid category alongside a refresh of its existing EXO Bar and EXO Round ranges.
The campaign moves away from the conventional one-face-fits-all approach, embracing a dual-voice strategy to build stronger connections with audiences across the country. Yami Gautam leads the communication across North, East, and West India, while Keerthy Suresh becomes the voice of the brand in the Southern states. The idea was simple: while EXO’s message remains consistent, the voice delivering it should feel familiar to the people it’s speaking to. By pairing each region with a trusted and relatable face, the campaign brings the brand closer to consumers without compromising a unified national narrative.
The campaign keeps the product firmly at the heart of the story. Instead of relying on elaborate storytelling or celebrity-driven narratives, the films focus on demonstrating Anti-Bacterial EXO’s Bio-Enzyme formulation in action, with Yami Gautam and Keerthy Suresh helping to make the communication feel familiar and relatable to audiences across their respective regions.
“Our brief from the very beginning was simple: the product had to remain the hero,” said Chirag, Founder of a simple agency. “Jyothy Labs’ decision to adopt a two-voice approach allowed the campaign to connect with audiences across different parts of the country through familiar and trusted faces. As the creative agency, our role was to bring this direction to life in a way that felt locally relevant while keeping the focus firmly on Anti-Bacterial EXO and its performance. While the faces changed, the message remained consistent. Every creative decision was made to strengthen relatability without allowing the celebrity presence to overshadow the product.”
The campaign is now live across television, digital platforms, and retail touchpoints, with region-specific creatives designed to connect with audiences while delivering one consistent brand message nationwide.
Assets for Reference
- Exo Liquid Film Yami Gautam: https://www.youtube.com/watch?v=VS8dQMIOGtQ
- Exo Liquid Film Keerthy Suresh: https://www.youtube.com/watch?v=rtdF-xztgjM
- Instagram Collab Post with Yami Liquid Film: https://www.instagram.com/reel/DZCzBEnMXUr/?igsh=cDdxcW1reGthaTkz
- Instagram Collab Post with Keerthy Liquid Film: https://www.instagram.com/reel/DZC10OQpO_x/?igsh=aDRtb2wyNG4xa290
- Instagram Collab Post with Yami Liquid Film 2: https://www.instagram.com/reel/Daz_le9MqCN/?igsh=Mjd6bzZhdXNnd2ph
- Instagram Collab Post with Keerthy Liquid Film 2: https://www.instagram.com/reel/Da0LHrLpw8W/?igsh=MXJpM2Vya2k1c3E0ZQ%3D%3D
About a Simple agency:
a Simple agency was founded by Chirag Sangai with a clear intent to recommend ideas that feel effortless to understand. The team works with real observations and turns them into creative thinking that is sharp, grounded and easy for audiences to relate to. The approach is focused, holds on to ideas and shape it with cultural and contextual insight so the work moves with clarity and purpose. The agency is part of LoggerHeads Group, contributing to the group’s larger integrated advertising & marketing vision.
