Navratna Talc provides a “Cool” solution during loadshedding
Conceptualised by Orchard Advertising, the new 'Thanda thanda Cool Cool' TVC plays on the discomforts of a summer made worse by power cuts
BestMediaInfo Bureau | Delhi | June 4, 2013
As part of its aggressive marketing strategy, Emami's Navratna Cool Talc has rolled out a new TVC which focuses on how the product can provide relief from extreme physical discomfort during the long hours of power cuts during summer in various parts of the country.
Cosmetic products and talcum powders generally play around the concept of beauty, fragrance and physical discomfort due to natural extremities. In order to expand the category, Navratna Cool Talc has built this campaign to make the product superiority story more meaningful for consumers and drive new usage occasions in the category. The ad film has been developed by Orchard Advertising, directed by Gajraj Rao and produced by Code Red Films.
“Heat, sweat and body odour are the most common but yet unsolved problems that bring discomfort and frustration in our lives. These only worsen with the frequent load-shedding in the hot summer season. The creative idea for the commercial stemmed from this insight. We wanted to engage consumers with a communication in real but funny situations, which would make them think, 'Yes, this happens to me too!' The music also played an important role to enhance the load-shedding idea and the difficulties everyone faces,” said Arvind Sharma, Chairman, South Asia, The Leo Group.
N Krishna Mohan, CEO, Sales, Supply Chain and Human Capital, Emami Limited, commented, “Over the years our brand Navratna Cool Talc has been successfully positioned as the 'World's smallest AC' that delivers the benefit of cooling. Hence, we found this creative idea for the commercial to be a highly relevant positioning for the brand. It offers an easy solution to tackle the heat related problems/discomforts during long power outages in various parts of the country. We hope that with this brand communication we will successfully connect with the target audience, especially those who do not spend their day in air-controlled environs. With this TVC we hope to directly address a genuine problem of a common man's life.”
The rollout of the campaign in early-June would be done through press ads, TVC on all major Hindi GECs, radio spots and in-theatre commercials targeting the markets of UP, Bihar, MP, Maharashtra, Jharkhand, Chhattisgarh and Tamil Nadu.
This innovative brand communication will be coupled with the brand new 'Thanda thanda Cool Cool' TVC campaign featuring Shahrukh Khan.
Navratna Cool Talc, which has created a separate “cool” sub-category in the talc segment, recorded 80 per cent growth in FY 2012-13 and became the first brand extension in the company to register Rs 100 crore sales. The success of Navratna Cool Talc further exemplifies Emami's strategy on building a robust brand portfolio through brand extensions.
/bmi/media/agency_attachments/KAKPsR4kHI0ik7widvjr.png)
Follow Us/bmi/media/post_banners/26651136b05271cd8c9b56eba8cbccd9ef7537eb567c47864faf2d11be21ab61.jpg)
/ "Navratna-Talc-TVC")