The TVC, conceptualised by Scarecrow, walks a different path by positioning thermal wear as fashion wear Â
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 âhotâ.
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 âSwahaâ in a whole new context. Girls going âweak in the kneesâ 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 filmâs appeal is the way it explores female stereotypes â both lyrically and visually.
Manish Bhatt, Founder Director, Scarecrow Communications, said, âBe it Tata Skyâs Life Zhingalala or Pondâs 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.â
âSince we came on board, one of our key tasks has been to revamp the imagery of the group and its portfolio. Itâs 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,â addedÂ Arunava âJoyâÂ Sengupta,Â Founder Director, Scarecrow.
Mukesh Agarwal, Director, Rupa,Â commented, âUnlike the category, Thermocot is designed as thermal wear that you neednât 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.â
Kapil Tammal, Executive Creative Director, Scarecrow, added, âGetting the look of the film right was critical. The twilight lighting and various background and foreground flare techniques employed by AyanankaÂ Bose, the multi-award-winning DOP of Kites, helped in giving the film a distinct look.â
âThe alliterative lyrics describing the various female stereotypes, is what makes the track sticky, hummable and clutter-breaking. We are sure the brandâs competitors are bound to go Swaha,â commented, Sarvesh Raikar, Creative Director at Scarecrow.Â
Creative Team: Manish Bhatt, Raghu Bhat, Kapil Tammal, Sarvesh Raikar, Ankit Dembla
Account Management: Arunava Sengupta, Khadija Attarvala
Director: Vishal Manglorekar (Milestone Films)
Music: Rooshin Dalal