Emami has rolled out a new campaign consisting of two TVCs for He Deodorants.
Conceptualised by FCB Ulka, the films feature Tiger Shroff. They take a filmy route to showcase their new product offering which mixes two fragrances to offer a third fragrance that’s unique to the user.
Harsh Vardhan Agarwal, director, Emami, said, “There is an emerging set of consumers who are now using a different fragrance for a different occasion. We were the first to bring a disruption into the market, launching two fragrances in one pack with our He Magic Duo to tap into the opportunity. We are now pushing the envelope with the concept of fragrance mixing on this product. He Magic Duo’s, two perfumes have been designed such that when mixed, they complement and create a third fragrance. The FCB team has created a film with the right blend of fun where the story draws on Bollywood analogy and seamlessly show cases the product proposition. The ad with Tiger Shroff in a never before seen avatar is sure to garner attention and excitement.”
Kulvinder Ahluwalia, president, FCB Ulka, Mumbai, said, “Partnering with a brand to build clutter-breaking campaigns is the best kind of challenge. The brief for this campaign was a challenging one. The films draw inspiration from Bollywood and are high on humorous entertainment to drive home this extremely unique, and category-first benefit. This campaign is sure to resonate with the film-lovers across the country, especially the youth.”
Keigan Pinto, national creative director, FCB Ulka, added, “Creatively speaking, showing three fragrances was a challenge. Till we came upon a classic Bollywood dialogue that is folklore now – 'Maa, hum ek se do ho gaye'. We used it as a creative hook. The beauty of it is, it led naturally to a Bollywood style OTT execution. And then, we got on board a Bollywood youth icon, Tiger Shroff, to deliver the final punch. In short, the idea dictated the execution and the use of a celebrity rather than the other way around. We worked closely with Shujaat Saudagar, the director, to craft two TVCs in iconic ‘filmy’ settings, that depict the same message, but in a very distinct manner from each other.”
The campaign is running across television, digital, print and OOH.
CREDITS:
Client: He Deodorants (Emami)
Creative agency : FCB Ulka
Creative team: Keigan Pinto, Anindya Banerjee, Shailesh Khandeparkar, Dattadri Kothur, Ninad Nashikkar
Planning team: Saad Khan, Pranav Shetty, Adrian Mascarenhas
Films team: Alpa Jobalia, Stanley Christian
Account management: Kulvinder Ahluwalia, Tushar Bhatia, Puneet Dewli, Raghav Mahendra
Director (of the TVC) : Shujaat Saudagar
DOP (of the TVC) : Ravi Varman
Executive producer : Karishma Sahi
Production house : Rabbit Hole Films
