Creates multiple episodes of soap opera with the characters that the audiences relate to; watch the TVC here.
Hitesh Ranot | Delhi | October 27, 2010
The never ending saas-bahu saga now spills into the advertising space as Grey India creates a saas-bahu TVC for 3M's range of household cleaning products - Scotch Brite. 3M's range of innovative products is created to serve as a 'helping hand' for the busy home maker, promising efficiency with effectiveness across household chores.
Indian bahus are known to be constantly put to the test by their in-laws. The 'Haathon Ki Badaulat' campaign created by Grey shows a bahu being put to the test by her saas in 3 different situations. In each of the situations, various 3M Scotch Brite products are shown to simplify her chores and save the day.
This range of 3M Scotch Brite products provides a convenient solution for homemakers and allows them time for themselves to indulge in other activities.
Vishnu Srivastav, Executive Creative Director, Grey India says, “The idea was to showcase a range of products, demonstrate their benefits and position Brand Scotch-Brite as the consumer's Helping Hands. But we needed to present it in an entertaining format. So we decided to create a Soap Opera, exclusively for the Scotch-Brite Brand- “Haathon ki Badaulat”, created characters, that the audience relate to, and multiple episodes each showcasing a product of Scotch-Brite.”
Sham Ramachandran, Executive Creative Director, Grey India said, “We shot in an actual serial set to capture the visual essence of the genre, because while researching, we found that our target audience found that soap opera homes were benchmarks for great looking homes. We stayed true to the format, even in terms of sound design and acting and we also created a theme song.”
D.S.Sachadeva, Vice President, Consumer & Office Business, 3M India added, “The new TV Campaign for 'Scotch-Brite' range of Cleaning tools, integrates the product application into the story-line very well. Set in the classical serial format, with the typical Saas - Bahu character interplay, the idea of the “HELPING HAND" gets well depicted. The various situations where the protagonist is challenged, she comes out winning from the situation being helped by a Scotch-Brite product. The campaign of 4 TVCs depicts the range of solutions, from their trusted brand, which acts like the Helping Mate ensuring the EASY WINS in the daily household chores. “
Credits:
National Creative Directors: Amit Akali and Malvika Mehra Executive Creative Directors: Vishnu Srivatsav, Sham Ramachandran
Associate Creative Director: Jacob Thomas Sr. Copy Writer: Jayanth. K. Client Servicing Directors: Amarendra Singh, Sumant Cuppala Account Director: Sandra Doke Sr. Account Executive: Akshay Sharma
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