Mumbai: Omnichannel home renovation platform Livspace has roped in celebrity couple Virat Kohli and Anushka Sharma for its latest brand campaign titled ‘Love the Way You Liv.’
Conceptualised by Tilt Brand Solutions, the film depicts a day in the life of a couple, played by Anushka and Virat where the latter unsuccessfully struggles with the poorly designed and loosely fitted infrastructure in their home. The film without any dialogue manages to effectively depict the challenges of designing and the overall experience of home interiors in an average Indian home.
“Building on our previous campaign that encouraged people to discover the joy of smart design, this time around too, we decided to double down on our message that great interior design is not just about the way things look but also about how it functions – so both design and quality,” said Livspace CMO Kartikeya Bhandari. “We are very excited to have Anushka and Virat on the Livspace team. Having embarked on this new association, I am confident that our brand ambassadors will further enhance the brand’s position among consumers.”
Talking about her experience of working on TVC, actor Anushka Sharma said, “The shoot was a blast. To do a completely silent film and play off each other’s expressions was super fun especially when doing it with Virat. Livspace films have always been fun to watch, and I hope these are more fun and madder!”
“The livspace experience was super fun! It’s a brand that’s been doing some really outstanding work and am glad to be a part of it!” added cricketer Virat Kohli.
With this campaign, Livspace will look to create high recall and strengthen connect with customers across regions. Going live alongside Indian Premier League 2022 as an Associate Sponsor on Hotstar, the campaign will be amplified using a multi-pronged approach including a strategic mix of television, digital, social media along with connected television to reach out to relevant audiences.
“This campaign too we decided to reiterate Livspace’s passionate take on design – if it doesn’t make life better, it’s not good design! Virat and Anushka have been cast by the brand this year in the belief that they will further reinforce the brand’s personality, tone and tenor. Adarsh Atal, our senior director – creative has yet again weaved his creative magic on the brand,” commented Tilt Brand Solutions founder chairman and CEO Joseph George.
Mumbai: The duty of kitchen chores has always been shifted to the female of the house. Ideally, the kitchen workload should be equally divided among men and women. Keeping this thought in mind, Bail Kolhu, the flagship brand of FMCG company BL Agro has launched a #RasodeMeinMardHai TVC, that adroitly pushes for equal gender roles. This new marketing campaign features Bollywood actors Pankaj Tripathi, Manoj Bajpayee and Nawazuddin Siddiqui.
The ad spot was conceptualised and created by Leads Brand Connect, a multi-dimensional creative agency that also created Bail Kolhu’s earlier TVCs. The #RasodeMeinMardHai TVC was recently unveiled by Pankaj Tripathi and launched on national television channels. It is set to be rolled out in print and digital media to cover 360-degree communication, said the brand.
The TVC promotes the long-established mustard oil marketed under the trade name Bail Kolhu. On the objective front, the ad positions and reminds audiences that Bail Kolhu is the best choice for real taste with script lines like ‘kya chuna aapne asli swaad ke liye? Bail Kolhu.’ But the messaging of the advert goes deeper, using a ‘show-not-tell’ idea to advocate the concept of even men must shoulder the responsibilities in the kitchen.
To that end, Pankaj, Manoj, and Nawazuddin are seen cooking with Bail Kolhu in the TVC. With script lines such as ‘mazedar swaad unhi ko milta hai jinka kaam bolta hai,’ the ad continuously emphasises normalising gender roles in the kitchen and shows all three actors cooking and then serving three separate dishes for a celebratory family meal.
“Bail Kolhu is a long-standing brand with recall value rooted in consumers. So, our vision with the TVC went beyond generating brand lift and into advocating the #RasodeMeinMardHai concept,” said BL Agro MD Ashish Khandelwal. “We couldn’t have found a better fit to champion the social cause than Pankaj Tripathi, Manoj Bajpayee, and Nawazuddin Siddiqui. Their persona and journeys are very apropos of the initiative, which is why the message we wanted to convey comes out very naturally and effectively.”
“Leads Brand Connect team came up with an extremely unconventional but necessary concept of ‘why should cooking be a woman’s job alone.’ It’s a stereotype that is often represented in advertisements, and we wanted to break that chain while simultaneously supporting the idea that men should cook too,” said Leads Brand Connect CEO Sanjay Srivastava. “With Pankaj, Nawazuddin, and Manoj, we were able to bring that out without being on the nose about it and, of course, creating more recall for Bail Kolhu.”
Leads Brand Connect has previously created two TVCs for Bail Kolhu. The first TVC ‘Safar,’ drew an analogy between the stunning rise of Manoj Bajpayee, Pankaj Tripathi, and Nawazuddin Siddiqui, and Bail Kolhu. The second TVC, with the punch line ‘Khushu Ka Yaadon Se Rishta’ also featured the trio reminiscing that the aroma of good food never fails to transport people to cherished childhood memories as it is the essential ingredient for all occasions.
“With this new TVC, we had a dual goal. The first is perceptible – to position our mustard oil as the best choice to bring out flavour while cooking. The second is crafted with more subtlety. We wanted to break the preconceived notion that the kitchen is solely a woman’s arena, and she alone should be accountable for all the work that comes with it, from cooking to cleaning. So, instead of using an actress, we portray three leading Bollywood actors preparing a meal, which incidentally is the very first time you’ll see it on a TVC,” stated BL Agro spokesperson Richa Khandelwal.
Mumbai: Boost, one of India’s most trusted health food drink brands has stepped in to offer cricket fans a more interactive world cup experience by releasing “Boost: Game Stamina Ka.” Launched on 4 March in partnership with World Cricket Championship 3 (WCC3), the game promotes women’s cricket during the ongoing Women’s World Cup.
Through this game, Boost wants to spread the message that ‘Game Ladke Ladkiyon ka Nahin, Stamina ka Hai,’ reiterating their legacy of cricket being a game of stamina and not genders. Conceptualised by Mindshare Content+, “Boost: Game Stamina Ka” is a one of its kind game that has a custom mode where the players can battle a male squad with an all-female squad.
Boost is ready to join the cricket fever and represent the spirit of cricket in India. Cricket is a game where a person’s stamina, perseverance, and performance speak volumes. Cricket, regardless of gender, just requires stamina and skills to succeed. In India, women who aspire to play cricket encounter a variety of challenges, including the preconceived notion of men being better than women as players. Boost in their communication wants to debunk the myth and tell everyone that the only thing that matters on the field is performance. This in return gave birth to their proposition – ‘Stamina Beats All,’ which translates to ‘Game Ladke Ladkiyon Ka Nahin, Stamina Ka Hain.’ The brand has a rich legacy of inspiring the underdogs and giving them the right motivation and stamina to overcome challenges, even when the odds are against them.
“At Boost, we are constantly discovering ways to connect with our consumers. ‘Boost: Game Stamina Ka’ celebrates our sportswomen who have not only proved their mettle but have also inspired thousands of girls across the world,” said HUL vice president – nutrition category Krishnan Sundaram. “Through this new game, we believe that we can reach out to ardent cricket fans with a much-needed fresh perspective without compromising on the entertainment quotient. Our aim has always been to provide the consumers with the best possible experience by constantly innovating and maintaining their interests. The passion and enthusiasm the Indian audience has for cricket will enable them to have a gripping gaming experience.”
Packed with superior gameplay and graphics, it comes with an in-game rewards system. If a gamer wins a match after it is completed, the winners are tallied onto a weekly leader board, and the top three players will earn platinum rewards every week, as well as an exciting prize from the brand. The game is accessible both on iOS and Android.
“We live in a cricket-crazy nation and we are proud to associate with this campaign that aims to break stereotypes,” commented Mindshare Content+ & Partnerships SVP Ajay Mehta. “While the TV and digital campaign drove home this brand messaging around ‘stamina’ and ‘performance,’ it was equally important to demonstrate the message in an engaging manner and at scale. Collaborating with Boost, WCC3 and GroupM ESP, we wanted to appeal to our audiences including women gamers in a unique and compelling way, with the ongoing women’s world cup.”
Mumbai: With the election season upon us, Ozone, a homegrown Indian brand in the digital ‘locks and safes’ segment has launched the ‘Ab Chalegi Finger Key’ campaign. The campaign metaphorically demonstrates the connection between Ozone’s digital lock and electronic voting wherein one can open a lock using one finger and simultaneously vote for a better future.
Conceptualised and executed by Dentsu Impact, a dentsuMB Company & the creative agency from dentsu India, the 360-degree campaign will be promoted across print, radio, digital and OOH. Furthermore, the brand has launched an IP (Intellectual Property) in association with news channels – NDTV and ABP. The multi-episode program on the news channels nudges the voters to make the right choice for themselves and the society at large. It also includes an exclusive anthem to help attract mass appeal and celebrity endorsements along with on-ground interviews with audiences and debates.
“Through this campaign, we aim to sensitise people that by exercising the power of their finger they can choose the right government for better security and progress just like with a swipe of their fingers they can secure their valuables,” said Ozone Overseas president Abhishek Aggarwal. “We are consistently working towards enhancing the customer experience by altering the traditional usage of keys with our digital key that effortlessly eliminates the breach of security system, allowing the consumer more control and efficiency,” he further added.
The campaign follows closely in the wake of the brand’s ‘Guccha Singh Campaign,’ urging people to move from a ‘Chabiyoun Ka Guccha’ (bunch of keys) to the new age digital locks with multiple access mode that gives ‘unmatched security with utmost ease.’
“Elections give that one chance to the voters to exercise their rights for a safe, secure and brighter future. By using the power of the voting finger, they can make changes that really matter,” remarked Dentsu Impact executive vice president Ujjwal Anand. “‘Is baar kiski chalegi,’ ‘is baar kaun ayega,’ ‘satta kisko milegi’ are all turn of phrases that we get to hear particularly around the election frenzy. We decided to give a spin to these phrases and hinge our campaign articulation around the verbiage.”
“While in the earlier campaign the mascot we created was around a popular face and larger than life ‘Chabiyoun Ka Guccha’, this campaign takes the engagement to a different space, by tapping into the culture of elections and voting in India; the finger as a voting tool, readily recognisable, took the centre stage,” said Dentsu Impact executive creative director Mayank Khattar. “We used the finger as a symbol of power in people’s hands. The overall tonality of the campaign has been thought-provoking, urging people of states where the elections are being conducted, to acknowledge and exercise their voting rights and choose a better, progressive future. Just like our digital locks that take the security of our homes and valuables to a different level that too with five access modes, giving the control in people’s hands. The instant connection of the people with the empowering index finger is striking.”
Mumbai: Its that time of the year when brands across categories serenade the fairer sex with the customary promotional offers and endless freebies. And if that isn’t enough, there are campaigns launched with themes raking up every possible ‘women’s issues’ one can think of. Yes, it’s the 8th of March and with yet another International Women’s Day (IWD) upon us, the annual trend of a marketing blitzkrieg continues unabated. The occasion today has become as big as a festival, and one of the prime events in a brand’s marketing calendar.
Brands and marketers using special days to connect with their TG is, of course, as old as advertising lore. And with women comprising nearly 50 per cent of a target consumer group, while also being principal stakeholders when it comes to critical purchases and decision-making in a household, brands, naturally, are keen to serve their cause. Advertising, however, is just one aspect of a brand. True commitment means investment of time, money as well as resources.
So just, how much are brands actually investing on Women’s Day?
“Lifestyle and fashion/apparel brands are one of the biggest spenders, spending in crores leading to the day,” notes Tonic Worldwide national strategy director Anjali Malthankar. “On the other hand, you have high impact influencers, collaborations, contests and giveaways – these activities are spent in lakhs.” So, it’s either a performance campaign to drive sales or an impact campaign to participate with a point of view in the Women’s Day conversation.
“We anticipate the advertising budgets for Women’s Day to be similar to last year and not significantly higher,” say Lyxel&Flamingo co-founder, CEO Dev Batra and creative director – copy Nishant Singh. “As a practice, Women’s Day narratives tend to be longer and thus the majority of the brands will end up advertising only on digital formats only and not that much on television,” add the duo.
This is also a time when brands try to up the engagement quotient by running contests and giveaways. Some even indulge in banter with other brands on social media as a way to garner share of voice or grab attention.
“There has been a shift in thinking by many brands whose core target audience are women,” believes White Rivers Media head of client partnerships Darrell Fernandes. “While most are still trying to communicate offerings, for some brands it’s an opportunity to create an emotional connect with women. It also allows us to deliver a far more engaging message which is not possible otherwise in the product campaigns.”
“What a brand should not do is force fit their business agenda in something that doesn’t land well on the brand philosophy or product,” Fernandes asserts.
This thought is echoed by Jayshree Sundar, the advertising veteran and author of “Don’t forget 2004” – a book on crafting a blockbuster marketing strategy for a political campaign. “The consumer today is able to see through shallow messaging that makes him/her buy something by offering freebies. They know when it’s a gimmick,” she says, adding that, “I think the way for brands to make a significant mark is by using the day to announce something more long-term that you’re doing for women, or how your brand supports women- What’s being done regarding women’s issues or to empower them, to make equality happen- things like that- if brands can dig a little deeper and it’s not a message just for that day.”
Sundar cites examples of brands like Dove and Tanishq which have been doing amazing campaigns around relevant themes for women, not only around Women’s Day but throughout the year. “If such a brand does something on Women’s Day, It will be accepted with open hands because that’s what they have been doing consistently. That’s the key to long-term returns,” she remarks.
While several leading brands have released video content focusing on women-related themes apart from recognising their contribution- while directly or subtly integrating their products in it, a very small percentage of brands practice such focused curated content as a consistent feature.
“The number of women-focused D2C brands who have grown astronomically in the last two years or so, could have taken the lead and become flag bearers of such campaigns but the expected action hasn’t yet taken place with IWD already upon us,” affirm Dev Batra and Nishant Singh. “However, we still witness a lot of brands doing tactical interventions – like a post or rolling out an offer closer to International Women’s Day. Sadly, they continue to simply acknowledge the day without doing much beyond.”
According to Mankind Pharma general manager – sales and marketing Joy Chatterjee, generating campaigns that are relevant in the day-to-day lifestyle of consumers helps the brand to connect and be more relevant to them. “For us, our target audience is not only women but rather every member of the household. We believe in connecting to households while spreading awareness, intense market penetration and a strong social media presence,” he says.
The company has released a Women’s Day campaign for its brand Prega News #SheCanCarryBoth. The campaign video depicts a relatable conversation between four women at different stages of life talking about balancing motherhood and a demanding career. “Our Women’s Day campaign 2022 showcases how society at large assumes that it’s difficult for women to nurture motherhood and be working professionals at the same time.”
He further adds, “Our budget for the entire campaign has been kept minimal, maintaining our focus on the content that was being produced and its amplification.”
The brand has onboarded four celebrity influencers and 15 macro-influencers who are mothers themselves and who share their stories to help the brand reach a wider audience. For better reach and mass society penetration the campaign has been launched in several regional languages.
For many of the women-centric brands, days like women’s day are not targeted towards amplifying their sales but rather in generating brand awareness. “Our actual ROI through the campaign will be more aware and sensitised to the masses. Being category leaders we believe that it’s our responsibility to educate the masses and talk about our consumer’s issues,” says Chatterjee.
With social media being the new normal, most brands also try to maximise use of that space by collaborating with Instagram or YouTube influencers and content creators to touch base with their customers and also create more customer base in the time to come. Marketers believe these campaigns and initiatives undertaken on special occasions helps garner more attention from the prospective audience, resulting in increased sales. “These initiatives help create awareness. Therefore, it is better and more beneficial than an advertisement in the long run,” says The Haelli founder Neha Sahu. “The unique content curated for the customers increases customer engagement and is shared further with family and friends with similar interests, helping us expand our peripherals.”
Fynd, a tech-first omnichannel platform, has crafted a campaign called #LeadLikeHer that aims to shed a spotlight on the leaders behind the brands on the platform. “Through this campaign, we wanted our audience to have a sneak-peek into the stories of the women who create the products that make them look fabulous.” says the Fynd co-founder Farooq. “The impact of a campaign such as #LeadLikeHer is beyond mere ROI and profitability. The power & authenticity of women in leadership roles is something Fynd truly believes in. Through this campaign, our aim is to start a conversation on the disproportionate male to female ratio in leadership roles. And act as a catalyst to push for gender equality and close the gap.”
To mark the occasion of Women’s Day, Candere by Kalyan Jewellers has come out with an inclusive campaign for its latest ‘Aadya’ collection, featuring diverse women, regardless of their age, size or appearance. The film is a shoutout against ageism and body shaming, signifying that every woman should celebrate and embrace themselves. The brand is also taking initiatives to celebrate real women on platforms such as Linkedin. “We are also getting in touch with platforms and are celebrating the women who have dared to keep their heads high and took charge of their own journey reaching for the stars,” says founder and CEO of the jewel-tech brand Rupesh Jain.
The brand believes its ‘Return on Investment’ is through its marketing standpoint. “When the communication of our campaign reaches our TG and when our audience connects with our Vision and Mission.” He adds, “Our brand vision is first to create understanding and relatability for our audience, engage them with our brand, and then create communication with them, which keeps them connected with our brand for the long run.”
So how can brands ensure a deeper connect with their TG on Women’s Day?
“First of all, don’t miss the trees for the woods,” says Tonic Worldwide’s Anjali Malthankar. “If you are a brand celebrating her only for a day to ride on a marketing opportunity and ignoring her issues for the rest of the year, then this can damage a long-term relationship with her. Stay focused and sincere.”
“I think slowly the brand world is opening up to campaigns which raise awareness and solutions about real issues like property ownership rights or breaking the bias in hiring etc and recognition campaigns, celebrating real women heroes- and not limited to doing gimmicky promotions only,” she adds.
Today women have become more conscious and they want brands that think like them. Especially younger millennials and GenZ respond to brands that are more humane, more empathetic and those who take a stand on pressing social issues. While sweepstakes and offers may come and go, and depending on the category, it may even increase sales, but scratching the surface runs the risk of either being forgotten or not noticed at all or worse – being called out.
Campaigns that are curated to start a genuine conversation and not just to jump on the marketing bandwagon give the consumer a deeper understanding of what the brand is and what it stands for. It all boils down to whether the brand can really walk the talk or not, believe the marketers.
Mumbai: When it comes to waste segregation, most people have accepted its importance but not their own responsibility. Now, Hindustan Unilever Ltd (HUL), via a light-hearted yet powerful film, brings that responsibility to our doorsteps, literally.
The film titled ‘The Bin Boy’ is made by Ogilvy Mumbai for HUL’s CSR initiative. It revolves around a unique protest by a young boy that garners a lot of attention. The premise and build-up of the narrative are disruptive enough to drive home the seriousness of the message. The video underscores the importance of segregating wet, dry and hazardous waste separately, every day.
“We needed to find a striking solution to make an unmissable point about the importance of waste segregation,” say Ogilvy India chief creative officers Kainaz Karmakar and Harshad Rajadhyaksha on the thought behind the creative. “While enough people have heard about the need to segregate, it is still a distant, global issue to most. To inspire action, we had to make the issue personal, and do so in an exciting, entertaining way. That’s where we believe this visual disruption of a boy in a bin will capture people’s mind-space. We are also very happy with the way our film director, Buddy, has brought alive the story in such a fun, engaging way leading up to what the boy has to say; which people realise is no laughing matter after all.”
“The need for urgent action on the issue of waste segregation has never been greater,” says HUL chairman and managing director Sanjiv Mehta. “At HUL, we recognise our role in this context and have been working with leading agencies in the space and the Government to drive what is a simple, positive action that each of us could do. We work towards empowering communities to reach the goal of swachhata and a zero-waste circular economy. Children are the strongest advocates of change in society and are also the strongest drivers. We believe that our latest campaign with a child protagonist will inspire and unite citizens to create a waste-free, greener tomorrow.’’
Mumbai: Good dogs can make bad decisions. With this thought in mind, Future Generali India Insurance (FGII) has launched a digital campaign called ‘Oh My Dog!’ to create awareness around the importance of purchasing dog health insurance cover towards protecting our furry friends.
With FG Dog Health Cover, dog parents will be able to choose their veterinarian, budget their pet care costs, and avoid dipping into their emergency funds all the while giving their dogs the care that they deserve, according to the brand.
The 360-degree digital campaign, conceptualised by Mullen Lintas, aims to strike a chord with dog lovers by bringing out quirky, yet relatable moments that they might have witnessed as a dog parent. The ad film showcases how dogs can often go barking up the wrong tree or hurt themselves frolicking in the mess. Which is why they need to be protected just like one would protect their families against uncertainties.
“Dog insurance is a first mover advantage in India for Future Generali India Insurance. We have a lot more dog parents, which means more pet stores and pet products around us today and it’s a fresh category for mass media that is catering to this spike, and as an insight for the offering, it’s something that works across borders,” noted Mullen Lintas chief creative officer Garima Khandelwal.
On the launch of the campaign, Future Generali India Insurance chief marketing officer Ruchika Malhan Varma shared, “As a brand that is focused on having a pulse on its customers evolving needs and providing innovative solutions across their life cycle, we realised the place a dog holds in a household today – that of a family member. This meant bringing forth an unfelt need – just as one would protect a loved one with health insurance, a pet parent can also consider purchasing a dog health insurance cover for safeguarding their four-legged doggie family.”
“However, here is the twist. Insurance is a serious matter while we associate dogs with mischief and play. Hence, to drive home the importance of dog health insurance cover we decided to launch a playful digital campaign that showcases the mischiefs that dogs get into while also being value accretive,” she added.
To drive home the point, FGII is kicking up a storm on both Twitter and Instagram. For its Twitter campaign it has roped in celebrities who are known for their affection towards their furry friends. On Instagram, the company is engaging followers with a filter-based idea to capture the funny thoughts of their dogs in a thought bubble.
Mumbai: Flipkart’s social commerce platform Shopsy has rolled out its latest campaign called ‘It happens only on Shopsy’ with Bollywood actor Sara Ali Khan.
The campaign highlights the brand’s value proposition as a hyper value platform with unbelievably low prices depicted through its tagline ‘Shopsy Pe Prices Aise Lage Free Jaise.’
Created by Tilt Brand Solutions, the campaign features two ad films that are based on the reality of the current market where customers are so accustomed to high prices that they are taken by surprise when they receive high value products at incredibly low prices. “The campaign aims to reach the masses specifically in tier 2 and beyond cities across the country,” said the brand in a statement.
The two specially curated ad films are aligned keeping in mind Shopsy’s key value propositions – affordability and convenience. In the first one, Sara encounters with a delivery person who refuses to accept extra money for an item worth Rs five. She is awestruck by the price and her excitement soon turns into a dilemma as she cannot fathom the item being priced so low.
In the second film, a woman, played by Ayesha Raza Mishra, is seen standing in the queue, when a girl, enacted by Sara, approaches towards her and requests the woman to hold her bag for a moment. It then suddenly turns into a conversation when the woman compliments the bag after which the girl offers to give her bag to the woman. The girl immediately empties her bag and gives it to the woman educating her about the unique offers and wide range of choices available on Shopsy.
“Our priority with Shopsy since inception, has been to pay close attention to our customers’ nuanced needs and provide them with best offerings leveraging Flipkart’s established delivery networks, infrastructure and technology,” commented Flipkart SVP of growth and monetisation Prakash Sikaria. “Today’s shoppers prefer an expansive range of offerings that is both easily accessible and value driven. This campaign is yet another step towards establishing Shopsy as a one-stop destination that caters to customers’ various needs while committing to deliver value.”
Commenting on the launch, Sara Ali Khan said, “I personally love to shop and can relate to the excitement of getting a good value deal. The youth of India are looking for accessible, trustworthy, and simple e-commerce solutions and Shopsy is the ultimate destination for every value shopper.”
Launched in July 2021, Shopsy aims to make digital commerce accessible across India through a zero-commission marketplace to boost local entrepreneurship.
Mumbai: On the occasion of World Tailor’s Day on 28 February, Siyaram’s Silk Mills has unveiled a new campaign celebrating the hard work that tailors do. The campaign called ‘Kahani Karigar Ki’ has been conceptualised and executed by Agency09.
The brand campaign focuses on the connection between a tailor and his customers, and the joy they share. It showcases the joy of the customer who gets to wear something delightful and the tailor who gets to bring these positive emotions to others.
“Through Kahani Karigar Ki, we wanted to celebrate every tailor everywhere, no matter how big or small,” commented Siyaram Silk Mills VP of marketing N Gangadhar. “We recognise the crucial role that tailors play in the lives of our brand and of our consumers, and we are delighted that this campaign recognises their incredible contribution to the happiness of every person their clothes drape.”
“Tailors are an important part of our brand’s ecosystem. They are the very first users of Siyaram’s fabrics, and we wanted to honour them through this campaign, while capturing the connection between an individual and his go-to tailor,” added Agency09 senior manager – brand strategy Saheb Singh.
Mumbai: Growing older comes with pre-conceived notions of ‘acting your age’ that one has been societally conditioned towards. But it is indeed the moments of letting the inner child out in spontaneous abandon that make our lives fuller. Surf Excel uses this thought in its latest Holi campaign to bolster its ‘Daag Achhe Hain’ brand proposition. The new TVC seeks to inspire us to keep our inner child alive and give into these playful impulses.
The 360 degree campaign film crafted by Carlos Creatives showcases a heart-warming bond between a little girl and aunt, with the former wanting to include her aunt in the animated festive celebration amongst children. When the little girl insists that her aunt join them, the aunt moves away, saying it’s not her age to play like them. How the child convinces the lady to drop her inhibitions and join in the fun and experience pure child-like glee forms the essence of the ad film. The film accompanied with the message ‘Jo Rang Bachpan Lautaye, Woh Rang Achhe Hain’ makes us examine the boundaries that keep us away from finding the joy of reliving our childhood.
“This year we wanted to steer our ‘Daag Achhe Hain’ towards bringing the inner child within each of us to life, and experiencing the joy of child-like abandon,” said Hindustan Unilever home care executive director Prabha Narasimhan, commenting on the launch of the campaign. “With our latest TVC campaign we aim to strike an emotional chord in a slice-of-life context that appeals to every adult. While the context in the film is that of Holi, the message is an all-pervasive one. We hope our consumers connect with it as much as we did while conceptualising it.”
The campaign goes live across TV and outdoor media from 1 March.
