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Stuck in a puddle? Call ‘Hema’, ‘Rekha’, ‘Jaya’ & ‘Sushma’!

Taproot India takes a young and cheeky clean approach for Nirma’s new TVC with the brand’s gang of girls

Neha Saraiya | Delhi | September 15, 2011

Bringing back the more than 25 years old ‘Nirma gang of girls’ – Hema, Rekha, Jaya and Sushma – yet again, the mass detergent brand has come up with a brand new ad film. This time, the motley gang of girls portrays a more ‘young’ and ‘cheeky’ approach.

Rising above a string of successful campaigns in the recent past with the ‘Underwater’ and ‘Splash’ commercials, the latest film carries the brand’s legacy of the ‘jingle’ and ‘characters’ a step forward. The last film of the brand, conceived by Thought Shop Advertising that appeared in 2009, had a tad stern tone. The ad showed how a woman in power instructs a mud splash to behave and change its course.

Explaining the genesis of the idea behind the new campaign, Santosh Padhi, popularly known as ‘Paddy’, Chief Creative Officer & Co-founder of Taproot India, told, “The underlying concept was to retain the essence of the brand. We wanted to show today’s housewives who are young and at the same time powerful. Thus, we got four females in an avatar relevant in today’s world to show how they are a lot more pro-active in their ways.”

The film opens showing an ambulance stuck badly in a muddy puddle, with people staring at it. The, the four ladies dressed in white enter the puddle. They finish the task by pushing out the van from the dirt pool, not worried about the stains on their clothes.

The four models, Shweta Salve, Shipla Aanad, Anjala Zaveri and Sonal Sehhgal representing ‘Hema’, ‘Rekha’, ‘Jaya’ and ‘Sushma’ in the TVC, are in reality leading ladies of popular daily soaps.


Commenting on the thought process of roping in the familiar faces of TV in the commercial, Manan Soni, Director, Purnima Advertising (Nirma's long-standing agency), said, “There was an intention behind choosing these actresses as they are seen as an inspiration to middle class bahus, and if they pose as Nirma ambassadors, then it will make a positive image and people will appreciate this new age association.”

The 40-second film was shot at RCF Grounds, Chembur, in Mumbai, over three days by Shivinder Singh of Dungarpur Films. The music of the age-old jingle has been re-arranged by R Anand.

Nirma is spending around Rs 8-10 crore for its new marketing campaign. The TVC will take up a big chunk of this budget. The new marketing campaign was initiated from August 15 this year. The detergent manufacturer has launched some properties in terms of brand associations for the premiere of movies like ‘Avatar’, ‘Buddha Hoga Tera Baap’ and ‘Singham’ on TV.

Besides the TV route, Nirma would also adopt its regular route of Outdoor and Cinema advertising and has already bought spots for 1,700 theatres across India.

The brand TVC will continue to be on-air till March next year.

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