The TVC, conceptualised by Scarecrow, walks a different path by positioning thermal wear as fashion wear
BestMediaInfo Bureau | Delhi | November 5, 2012
In a category cluttered with functional messaging, Thermocot, the thermal wear brand from the house of Rupa, has launched a new TVC to make the most of winter which is just round the corner. While most competitors have always positioned themselves on the functional benefit of the product, which is warmth, Thermocot has positioned itself as a fashion and lifestyle brand, which not only gives warmth but also makes the wearer look 'hot'.
The film is based on an audio track which is sung like a Sanskrit chant. The idea is to create an audio mnemonic using the word 'Swaha' in a whole new context. Girls going 'weak in the knees' looking at the guy is a category code. The out-and-out Indian track slapped against images straight out of Parisian streets helps the film stand out in the clutter. What also adds to the film's appeal is the way it explores female stereotypes – both lyrically and visually.
Manish Bhatt, Founder Director, Scarecrow Communications, said, “Be it Tata Sky's Life Zhingalala or Pond's Googly Woogly Wooksh, an audio mnemonic helps in making the communication sticky. We looked at Sanskrit, the great Indian language on the verge of extinction today, to derive our own audio property, Swaha.”
“Since we came on board, one of our key tasks has been to revamp the imagery of the group and its portfolio. It's a challenge, since the core audience for many brands under the stable comprises the masses. This TVC not only works for Thermocot but also ups the imagery for the entire portfolio,” added Arunava 'Joy' Sengupta, Founder Director, Scarecrow.
Mukesh Agarwal, Director, Rupa, commented,“Unlike the category, Thermocot is designed as thermal wear that you needn't necessarily wear inside; you can wear it like a pullover too. The range is so stylish that men would be tempted to flaunt it. The TVC does a fantastic job of communicating this advantage.”
Kapil Tammal, Executive Creative Director, Scarecrow, added, “Getting the look of the film right was critical. The twilight lighting and various background and foreground flare techniques employed by Ayananka Bose, the multi-award-winning DOP of Kites, helped in giving the film a distinct look.”
“The alliterative lyrics describing the various female stereotypes, is what makes the track sticky, hummable and clutter-breaking. We are sure the brand's competitors are bound to go Swaha,” commented, Sarvesh Raikar, Creative Director at Scarecrow.
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