ITV

Tag: Nidhish Garg

  • Ambi Pur’s new TVC gives solution to musty monsoon woes

    MUMBAI: Ambi Pur’s smelly to smiley campaigns have always challenged and conquered the toughest and most pungent odours in a real-time set-up with live experiments.

    While monsoons have always stood for happy, fun times, growing up brings us face-to-face with monsoon-related issues. Akin to the advertisement format that has become synonymous to Ambi Pur, the new TVC is a real-life experiment at a real consumer’s home, where a unique sensorial challenge is conducted.

    After all, how often would you come across people with blind folds and pegs on their noses?

    This interesting play on the senses reveals that a home, which may look immaculately clean, may, in reality, be perceived as unclean because it is doused with the damp monsoon odour. This TVC, conceptualised by Grey Group, features brand ambassador Boman Irani who presents a reality check in context to the damp, lingering odours that specially torment during monsoons.

    The TVC positions the new and improved Ambi Pur, with odour-clear technology, as the perfect solution to restore freshness to your favorite season.

    The recently released findings from a survey conducted by AC Nielsen, commissioned by Ambi Pur, unearthed the extent of suffering that these damp, musty odours impose on all of us. In fact, nine out of every 10 women (surveyed) felt that monsoons bring issues within the household such as drying clothes inside, that lead to a musty damp odour.

    P&G Home Care India brand manager Nidhish Garg comments: “To drive awareness regarding the New & Improved Ambi Pur with patented odour-clear technology, we have launched the 3rd leg of the very popular Smelly to Smiley campaign. The brand stays with its ideology of putting the product to torture tests against relevant odour issues, and this time we take on the musty odour that all Indians face during monsoons.

    The TVC captures live reaction of a consumer who experiences the monsoon odour when visiting a friend’s home that looks perfectly clean. The same consumer sees Ambi Pur in action and how it completely eliminates the monsoon odour as opposed to temporarily concealing it with a fragrance.

    Irani adds, “Monsoon is my favourite season but we all know the challenges that come with it, right from drying clothes inside to the rigorous cleaning regime. The new TVC shows that the house that looks clean may not actually smell clean due to the overwhelming moisture-heavy air giving out a feeling of lack of hygiene.”

    The new & improved Ambi Pur uses a distinct formulation that focuses on odour removal, not just on emitting the fragrance. P&G has created a trademarked ‘Odour-clear technology’, which has been brought to India in July.

  • AmbiPur in association with Boman Irani launch ‘Smelly to Smiley’ campaign

    AmbiPur in association with Boman Irani launch ‘Smelly to Smiley’ campaign

    MUMBAI: AmbiPur Air Effects has rolled out a national campaign ‘Smelly to Smiley’ to drive the need to identify household odours and eliminate them.

    The campaign has been launched in association with the brand ambassador Boman Irani. To give the consumers a proof of brand efficacy, the very witty ambassador takes it upon himself by launching India’s first ‘Smelfie’ Challenge, to prove that AmbiPur does not just mask odours, it eliminates them completely.

    AmbiPure India marketing manager Nidhish Garg said, “We believe that most households today are not even aware of the odours existing in their house, and hence are not taking any action towards getting rid of them. We want the #SmellytoSmiley campaign to be an eye opener for people, urging them to identify their household odours, and challenge AmbiPur, to witness for themselves that Air Effects does not just mask odours, but completely eliminates them.”

    The campaign conceptualized by Grey Düsseldorf and supported by Grey Mumbai, showcases how the brand ambassador has full faith in the product and is now urging people to challenge the brand with their worst household odours. The campaign takes inspiration from the fact that even the cleanest houses can have odours. There is no shame in this, but there is shame in not doing anything about it. Instead of acting upon it, people either ignore the odour, or resort to compensatory behavior like opening windows, incense sticks, etc.

    “We have seen the success of the campaign’s first leg last year, and that was great motivation to work on this year’s #SmellyToSmiley campaign. Selfies are gripping people all around us. So, we decided to add an interesting twist to it by linking it back to the Brand and its proposition, by introducing the first-of-its-kind ‘Smelfie’ contest. When the brand ambassador has as much faith in the product as Boman has in AmbiPur, it just makes the execution that much simpler. Not to forget, Boman’s ever-charming, witty demeanor has made it a very fun campaign for us to work on!,” said Grrey Mumbai Pooja Ambulkar (Creative Controller – Copy), and Naved Siddiqui (Associate Creative Director – Art).

    Consumers are invited to click their ‘smelfies’ with what they consider the most difficult household odour to get rid of, and send it to http://bit.ly/2aFfXqb across the 15 days of the contest. The winners will get entry tickets to Boman Irani’s house party where will he will demonstrate Ambi Pur’s efficacy and eliminate the household odours brought in by winners. Boman is convinced of Ambi Pur’s victory owing to his personal experience. However, he also announces the forfeit in case AmbiPur doesn’t live up to the challenge: he will change 100 diapers in a nursery!

    Irani added,“I have been a user of AmbiPur before I became an endorser. I have realized that whether you like it or not, every home has household odours. There is no shame in that! But I want people to understand the importance of removing these odours. AmbiPur Air Effects is the solution I swear by, to fight my toughest household odours. Hence, I am challenging the entire country to share their worst odours with us, and AmbiPur will eliminate them! I want all households to go from ‘Smelly to Smiley’ with this very interesting ‘Smelfie contest’, and trust AmbiPur like I do”.

    The unique ‘Smelfie challenge’ is being launched digitally and will be amplified across touch points throughout the duration of the competition of 15 days. The campaign will also be magnified across Twitter and Facebook to invite more and more people to participate and challenge AmbiPur.

  • AmbiPur in association with Boman Irani launch ‘Smelly to Smiley’ campaign

    AmbiPur in association with Boman Irani launch ‘Smelly to Smiley’ campaign

    MUMBAI: AmbiPur Air Effects has rolled out a national campaign ‘Smelly to Smiley’ to drive the need to identify household odours and eliminate them.

    The campaign has been launched in association with the brand ambassador Boman Irani. To give the consumers a proof of brand efficacy, the very witty ambassador takes it upon himself by launching India’s first ‘Smelfie’ Challenge, to prove that AmbiPur does not just mask odours, it eliminates them completely.

    AmbiPure India marketing manager Nidhish Garg said, “We believe that most households today are not even aware of the odours existing in their house, and hence are not taking any action towards getting rid of them. We want the #SmellytoSmiley campaign to be an eye opener for people, urging them to identify their household odours, and challenge AmbiPur, to witness for themselves that Air Effects does not just mask odours, but completely eliminates them.”

    The campaign conceptualized by Grey Düsseldorf and supported by Grey Mumbai, showcases how the brand ambassador has full faith in the product and is now urging people to challenge the brand with their worst household odours. The campaign takes inspiration from the fact that even the cleanest houses can have odours. There is no shame in this, but there is shame in not doing anything about it. Instead of acting upon it, people either ignore the odour, or resort to compensatory behavior like opening windows, incense sticks, etc.

    “We have seen the success of the campaign’s first leg last year, and that was great motivation to work on this year’s #SmellyToSmiley campaign. Selfies are gripping people all around us. So, we decided to add an interesting twist to it by linking it back to the Brand and its proposition, by introducing the first-of-its-kind ‘Smelfie’ contest. When the brand ambassador has as much faith in the product as Boman has in AmbiPur, it just makes the execution that much simpler. Not to forget, Boman’s ever-charming, witty demeanor has made it a very fun campaign for us to work on!,” said Grrey Mumbai Pooja Ambulkar (Creative Controller – Copy), and Naved Siddiqui (Associate Creative Director – Art).

    Consumers are invited to click their ‘smelfies’ with what they consider the most difficult household odour to get rid of, and send it to http://bit.ly/2aFfXqb across the 15 days of the contest. The winners will get entry tickets to Boman Irani’s house party where will he will demonstrate Ambi Pur’s efficacy and eliminate the household odours brought in by winners. Boman is convinced of Ambi Pur’s victory owing to his personal experience. However, he also announces the forfeit in case AmbiPur doesn’t live up to the challenge: he will change 100 diapers in a nursery!

    Irani added,“I have been a user of AmbiPur before I became an endorser. I have realized that whether you like it or not, every home has household odours. There is no shame in that! But I want people to understand the importance of removing these odours. AmbiPur Air Effects is the solution I swear by, to fight my toughest household odours. Hence, I am challenging the entire country to share their worst odours with us, and AmbiPur will eliminate them! I want all households to go from ‘Smelly to Smiley’ with this very interesting ‘Smelfie contest’, and trust AmbiPur like I do”.

    The unique ‘Smelfie challenge’ is being launched digitally and will be amplified across touch points throughout the duration of the competition of 15 days. The campaign will also be magnified across Twitter and Facebook to invite more and more people to participate and challenge AmbiPur.