Animeta partners with Publicis Groupe to create viral influencer campaign that generated more than 400 Million views

Animeta Brandstar, a leading influencer marketing company, is proud to announce its critical contribution to the "Bassi vs Garnier Men Facewash" campaign for Publicis Groupe for Garnier, which secured a prestigious Bronze Lion at the 2025 Cannes Lions International Festival of Creativity.  

Animeta collaborated closely with Publicis Production and BBH to plan and execute a moment marketing strategy that turned a viral organic moment into an award-winning advertising success.

The campaign's genesis was truly unconventional: Popular comedian Anubhav Singh Bassi posted an organic clip on his YouTube and Instagram Reels, playfully critiquing the concept of men's facewash. Garnier, with its agencies, seized this opportunity to craft an entertaining and highly visible clap-back.

Animeta's Key Contributions to the Viral Success:

Animeta's expertise was instrumental in bringing this dynamic campaign to life:

Animeta's pivotal role in the "Bassi vs Garnier Men Facewash" campaign involved swift influencer onboarding, successfully convincing Anubhav Singh Bassi to participate with an incredibly quick turnaround to capitalize on the viral moment. Beyond Bassi, Animeta strategically onboarded his close friend and fellow comedian, Harsh Gujral, as a crucial brand ally, extending the campaign's reach and relatability.

Furthermore, Animeta provided seamless campaign navigation, playing a vital role in coordinating all campaign deliveries with the main talent, including the DVC shoot and facilitating Bassi's interactions with content from the wider creator ecosystem alongside brand ambassador John Abraham—all of whom collectively scaled up the buzz and visibility.

The campaign brilliantly culminated with Anubhav Singh Bassi trying men's facewash for the very first time, a moment eagerly anticipated by his massive audience. The content delivered by Bassi alone generated an astounding 400M+ views  measured by Animeta Brandstar’s platform, across his  Instagram and YouTube channels, demonstrating the immense impact of the strategy.

"We are incredibly proud to have been a part of this groundbreaking campaign that resonated so deeply with audiences and garnered international recognition at Cannes," said Vishu Ray, SVP, Branded Content and Creator Strategy. "This win underscores the power of authentic influencer collaboration and agile moment marketing in creating truly memorable and effective advertising."

Animeta Brandstar continues to redefine influencer marketing by connecting brands with the right voices to create impactful and measurable campaigns that drive engagement and deliver exceptional results.