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Philips launches new campaign for grooming range

Conceptualized by Mudra, the new TVC shows John Abraham in five different avatars; watch the TVC here.

Neha Saraiya | Delhi | June 30, 2011

If you thought that one John Abraham is enough to drool for, then Philips new TVC will leave you emblazoned with as much as five clones of the Bollywood Hunk. Featuring in five new avatars for Philips ‘Grooming range’, the idea behind the TVC was to inspire men to make more of the opportunities for self expression around their daily lives.

“We all have alter egos where we act out different personalities in different situations. Like, we are one type of guy with our relatives and another with our male friends and another at office. Changing your beard style allows you to amplify these different alter egos that exist within you,” said Nirmal Pulickal, ECD, Mudra North & East.

With the men’s grooming market growing fast picking in India, the commercial very well highlights the inclination of today’s youth to experiment with their looks on various occasions. Shot by ace director, Tarun Mansukhani (Dostana fame) the commercial was shot in Mumbai over a period of two days.


Sajay Moolankodan, Director, Go Fish Entertainment says, “The idea was to clearly have as many Johns in one frame with various facial styles so if you see the ad; you will see five different looks of john.  It was a difficult shoot as John had to undergo 72 changes for five appearances, continued for a 14 hours of shooting.”

He further shared that in order to add reality touch in the TVC, the ‘frandship’ and ‘Balvinder’ gag was improvised on the set itself by John and Tarun.

This is the first time that an ambassador has been roped in for the Philips products in India. Besides this, the commercial also marks the maiden venture of the production house of the actor titled, John Abraham Entertainment Ltd.

Currently, the TVC is on- air, and will be supported by a 360 degree campaign. As Nirmal further adds,  “Once we assess the results of this activity and the market situation in the near future we will look at extending this communication keeping John Abraham as the brand ambassador and self-expression as the core brand offering.”

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  • Swati Tyagr- 10 years ago

    I loved the concept - very different and very effective.