The campaign, conceptualised by Ogilvy & Mather, reiterates the need to take early steps for furniture protection from termites. The storyline has the trademark Pidilite touch of humour
BestMediaInfo Bureau | Mumbai | October 28, 2013
Pidilite Industries has unveiled a new TVC for ‘Terminator’, an anti-termite solution. The TVC focuses on educating and creating awareness amongst consumers about taking early steps to protect furniture from termite infestation in the company’s trademark humorous style.
Termites can spell disaster for our homes damaging the wood in several ways, eating into furniture such as chairs, sofas, doors, windows, cupboards and stationery. Termites in furniture go undetected for a long time because they burrow themselves deeply into the furniture. Termites also can damage non-structural components, including drywall paperboard, panelling, carpet and furniture. The problems created can be costly to repair or replace and can affect the safety of the particular building or structure in question.
Anil Jayaraj, Chief Marketing Officer, Pidilite Industries, said, “It was found in our research that consumers tend to react late when termites have already done the damage. The communication focuses on bringing the fact out that to save your precious furniture, they need to be pre-treated with a eco-friendly solution like Terminator. Our attempt was to make it crisp and humourous so that it breaks through the clutter and gets registered in the consumer’s mind.”
The film opens on a man watching TV which is placed on a wooden showcase. Initially one leg of the furniture gives away as a result of termite attack and breaks, tilting the entire furniture and TV to one side. The man, instead of going and getting the furniture repaired, adjusts himself by bending towards the same side and continues viewing the TV. After a few moments the other leg also breaks although the man is still watching the TV! Finally, the entire furniture gets damaged and turns to powder due to termites. The TVC then advises the viewer to wake up early to termite attacks and react immediately rather than waiting till the end moment. The TVC closes with the Terminator pack shot.
Abhijit Avasthi, National Creative Director, Ogilvy & Mather, said, “The category is unique and challenging in its way as consumers generally do not pay attention to prevent wood from termite attacks and it is only at a later stage that they realise that the wood has become a victim of termite attacks. Our aim was to get the message across as effectively as possible.”
The value to the advertisement lies in its simplicity to convey the core product proposition and has successfully pushed the envelope further.
The ad will be aired across key Hindi speaking markets, regional markets and the India-Australia cricket series from October 16, 2013 onwards for a period of five weeks. The communication will be extended through various digital promotion plans and BTL activities such as high visibility and innovative POS, demand generation activations, dealer certification, contractor certification and gratification programme, contractor contact programmes among other elements.
Client: Pidilite Industries - Terminator Marketing Team
Agency: Ogilvy & Mather, Mumbai
Creative Team: Abhijit Avasthi, Amitabh Agnihotri, Sameer Sojwal, Mayank Yadav, Swapnil Kambli
Account Management: Vivek Verma, Vishal Bijlani, Ramanathan Sridhar
Director: Bhavesh Kapadia
Production House: Corcoise Films