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Taproot delivers Magnetism for Z

The 40-second TVC, currently on air in Maharashtra and Andhra Pradesh, aims to strengthen the talc's brand pull

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Taproot delivers Magnetism for Z

Taproot delivers Magnetism for Z

The 40-second TVC, currently on air in Maharashtra and Andhra Pradesh, aims to strengthen the talc's brand pull

Ananya Saha | Delhi | May 11, 2012

publive-imageAfter having seen women attracted to masculine scents in various deo advertisements, now comes a talc that focuses on it. With an aim to target the metrosexual man, the television campaign for 'Z Magnetism for Men' from Argus Cosmetics, created by Taproot India, tries to create a strong brand and accelerate the talc's growth.

Sundar, Managing Director, Argus Cosmetics, said, “We launched “Z” Magnetism for Men in April 1992. Our strategy at the time of launch was to create premium cosmetics for the discerning male consumer. 'Magnetism for Men' is our endeavour to build on this strategy, and offer more personal care products for upwardly mobile men. We intend targeting the metrosexual man.”

Since 1992, 'Magnetism for Men' has patiently built a formidable distribution for three products under the 'Z' banner. Currently, the talc is available in 5.30 lakh outlets. “We have created this TVC to accelerate our growth and create a strong brand. Thus far, our growth has come from building distribution, we now want to create heightened awareness and pull for the brand 'Z',” Sundar added.

Santosh Padhi, Chief Creative Officer, Taproot India, explaining the communication strategy, said, “The research said 30 per cent of females use the product, not because it's lying on the dressing table but because she likes its smell. Hence, the girls used in the film are by design, they are not being used as category cliché.”

“The brand positioning 'Magnetism for Men' was created two decades back. Since then, they have been using it in the retail space. As the creative agency, we too decided to take forward the same positioning. The brand name 'Z' sounds very international, so we strategically decided to keep the perception of it being an international brand and the entire treatment of the film is very international,” Padhi added.

“With the business growth plans in place, the attempt was to consolidate the current market and look to engage with fencesitters in the future markets. The overall exercise was to refresh the brand without losing its essence and present it in an alpha avatar that reflects today's consumer aspirations and lifestyles,” said Manan Mehta, Managing Partner, Taproot India.

Razneesh Ghai, the director of the film, said, “The film shows the magnetic effect of the product in an exaggerated way. It would have been a tricky one given the sensitive nature of the film's content. But we pulled it off aesthetically, not veering towards anything lewd. In the end there was a lot to take away from the experience.”

Apart from the TVC, the brand is not considering any other media vehicle currently. The advertisement is currently on air in Maharashtra and Andhra Pradesh but will be going nationally soon.

The TVC:

Credits:

Agency: Taproot India

Creative Director: Santosh Padhi, Agnello Dias

Writer: Santosh Padhi

Client Servicing: Manan Menta

Director: Razneesh Ghai

Producer: Anju Vaswani

Associate Producer: Bhavna Singh

Dop: Kavin Jagtiani

Music Director: Dhruv Ghanekar

Editor: Jay Chandran

Post Production Studio: Prime Focus

Ananya@BestMediaInfo.com

Info@BestMediaInfo.com

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