Taproot attempts to shift the needle for Set Wet in new campaign

Following their appointment as Set Wet's creative agency in August this year, Taproot has created its first advertising campaign for the brand.

Based on the Hindi saying 'Buri nazar waale, tera muh kaala', the film shows different situations where a man, styled with Set Wet, grabs the attention of women. The men accompanying those women, look at the man with envy, which results in their faces turning black (symbolising the Hindi saying). The film has a song composed by Sameer Uddin playing in the background.

Commenting on the concept behind the TVC, Agnello Dias, co-founder, Taproot, said, "Set Wet was obviously a very robust brand when it came to us and there are quite clear drivers that rule the category. We felt it would be interesting to shift the needle from the tried and trusted 'Girl's-will-lust-for-man-using-brand X' to a slightly quirkier space. So the whole thought of layering jealousy over attraction came about. Because when girls love you, it is natural that their men will not like you too much."

Commenting on the film, Sameer Satpathy, executive vice president and head, marketing - consumer product business, Marico, said, “Ads piggybacking on attracting the opposite sex often look similar. The challenge was to make it stand out, and music being the best connect, it has been used in a manner that makes it colloquial and yet cool."

The campaign went live on digital on 27 September through Facebook and YouTube. Set Wet also plans to launch a mobile app and a gaming arena as a part of this campaign.

Credits:
Client: Marico
Creative agency: Taproot
Music: Sameer Uddin
Production company: Purple Vishnu
Media agency: Madison Media