Taproot has created two TVCs for Marico's deo brand that give a new perspective to the role of deos in a young man's life
BestMediaInfo Bureau | Delhi | May 17, 2013
Young men are all about skirt chasing. And the role of deos in their life is limited to an aphrodisiac spray-on, and see yourself transition into an instant chic magnet. Or so we've been led to believe so far. But is that all young men are about? Marico does not think so and Taproot India has conceptualised a campaign for Zatak, giving a new meaning to the role of deodorants in a young man's life.
Taproot set out to figure the reality; the more young men the team met, it realised that we couldn't be more off. With the changing face of the deo category, the face of the consumer is also changing. There were enough and more young men who lost sleep not over the Amrita who didn't turn back to acknowledge him in the college canteen, but the cricket selection he missed and the reality show audition he's approaching both with hope and trepidation.
Enter Zatak. Espousing the cause of young men, increasingly restless with life as it is and taking it upon themselves to reach for the stars. Whether we were right or whether young men are indeed about skirt chasing, only time will tell. But the two TVCs – Zatak Talent Hunt and Zatak Office – do give a new perspective to what deos are all about.
Talking about the concept behind the campaign, Pallavi Chakravarti, Associate Creative Director, Taproot India, said, “Your fragrance underlines who you are, how confident you are, and what you're capable of. In a world where people are waiting to pull you down, Zatak lets you make a statement and shut the naysayers up, literally leading to the creative expression 'Har Attack Ka Jawab...Zatak.'”
Sameer Satpathy, EVP & Business Head, Marico India, said, “Most deodorant brands are marketed on the plank of attraction. With Zatak we seek to recognise the changing face and broad-basing of the deodorant category. Zatak seeks to be a partner of todays' youth, who irrespective of their backgrounds, have aspirations to achieve more in life and for whom, a deo is a step in his preparation for life ahead.”
The deodorant will be available in four variants – Striker, Challenger, Gambler and Avenger – which are an extension of the ideology that the brand is set to follow. Zatak has strategically rolled out its campaign only in the last leg of the IPL season which commands the highest viewership.
The TVC:
Credits:
Creative Agency: Taproot India
Production House: Chrome Pictures
Media Agency: Madison Media
Digital Agency: The Glitch
Creative Directors: Agnello Dias and Santosh Padhi
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