Shah Rukh Khan becomes PapaG in new Pepsodent G TVC

The Pepsodent 'Pappu and Papa' series is back with a dash of freshness added by Lowe Lintas

Surbhi Chawla | Delhi | December 14, 2011

Pepsodent has been making waves with its recent Pappu and Papa ads featuring Shah Rukh Khan. The ads have been quite popular among kids and helped the brand break the clutter in the space and drive home the message.

However, this time around Peposedent has added a twist in the tale. In the last few ads that have been on air, the basic format of the ad is fixed where Shah Rukh and a kid who plays his son are together in a bathroom setup. There was not much that could be changed about the format even this time around, but as the ad was for the new Pepsodent G Gum Care toothpaste that they were launching, there was a need to bring in an element of freshness to make it a little more noticeable. Hence, the Ra.One superhero has become a Sikh soldier for this particular commercial. This is the first time that Shah Rukh Khan has guised himself as a Sardar for an ad film.

Shedding light on the idea of casting a Sardar Shah Rukh for the commercial, Arun Iyer, National Creative Director, Lowe Lintas, said, “The idea came from the product, which was Pepsodent G Gum Care, and we wondered what would happen if Shah Rukh became PapaG (Papaji) and thus we came up with the idea of a Sardar.”

The TVC:

Shah Rukh was pretty excited about his new avatar though he did crib a bit about the beard!  However, as he had spent the early part of this life in Delhi, Punjabi comes naturally to him and he was quite spontaneous on the sets.  The fun part of shooting this particular ad was that there were two Indian copywriters and a Spanish director, Sebastián Alfie (of Bang Bang Films), and to top it all, SRK as a Sardar.

The entire set was created at Mehboob Studios in Mumbai and the shoot was wrapped up in a single day. As a matter of fact, the entire ad was shot in one single take! With its share of light moments along with SRK's new look have helped the campaign make a mark and stand out.

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