Body odour repels, says Meridian's new TVC for ITC Superia

ITC Superia has launched a new TV campaign for Superia Lemon Fresh, a soap meant to fight body odour and provide "lingering freshness". The campaign coincides with the on-going summer season and is aimed at helping people combat hot and humid conditions.

Meridian Communications has created the TV commercial for the campaign, which takes a light hearted approach at how body odour can play spoilsport during the best of times.

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The film opens with a shot of a couple with their child out on a Sunday stroll. The father playfully throws the child up and catches him. However when he does it again, the child refuses to return to him and prefers to stay suspended in air. Much to their horror, the father discovers that body odour has become the cause of the rift between the father and the child. So he excuses himself, takes a quick shower using Superia Lemon Fresh soap and returns to find the child eager to return to his arms.

Meridian says that the objective of the campaign was to create something unique and arresting in a crowded category without resorting to clichés, while still appealing to the families steeped in middle class values. The campaign has gone on air across national networks and a few select regional channels.

Rensil Dsilva, executive creative director and director of the commercial says, "It was great fun thinking of the idea. And it was great fun to direct it."

Sridhar Rajagopalan, creative director, Meridian Communications says, "Here we came up with an idea that was not edgy, in fact, it featured the consumer, stayed true to the formula and ended on a positive note, yet the film was not a cliché but a fresh take in the category. Now that took some doing."

Atul Joshi, head of marketing, Personal Care Products business, ITC Limited said, "Superia Soap's latest offering, Superia Lemon Fresh, has been developed to fight body odour and provide a lingering freshness. To communicate the proposition, we wanted to explore a concept which was a departure from the clichés in advertising today and prove to be a clutter-breaker. We are glad that the film crafted by Meridian explores a fresh concept that very clearly communicates the above mentioned proposition."

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