Even a Polar Bear is envious of Rupa Torrido!

The campaign, created by Scarecrow Communications, uses a Polar Bear in an icy terrain to drive the product attributes

BestMediaInfo Bureau | Delhi | December 9, 2013

Click on the image to watch the TVC.

Kolkata-based inner wear market leader, Rupa Knitwear, has rolled out a new campaign to launch its new thermals brand, Torrido. The campaign has been created by Scarecrow Communications.

The film opens on a polar bear staring at its reflection in an icy terrain. It is surrounded by mannequins of men, women and children, all of whom are wearing Torrido thermals. The bear-like voiceover talks about four relevant product attributes: stretchability, fineness, colour and softness. The film ends with the bear mouthing the tagline ' Sardiyon mein only Torrido'.

Raghu Bhat, Founder Director, Scarecrow Communications, said, "The thermals category largely uses over-the-top humour and generic propositions. Strategically, we identified four highly relevant product attributes and then amplified each of them using audio and vivid video demonstrations. It was all tied in together through a surreal disruptive visual of a bear and the mannequins in an icy terrain. The other important creative challenge was fixing the tone of dialogue delivery. To create distinction, we told the VO artist to make the bear sound like an 'asthmatic weary old man'."

Arunava Sengupta, Founder Director, Scarecrow, added, "This category advertises only during winters. So, obviously the media budgets are limited and achieving disruption is critical. We are also happy that we were able to make clutter-cutting, highly effective 20-seconders. The good thing is that people have been able to recall the brand name as well as the individual product features."

The commercial has been directed by Krish Jagarlamudi.

Credits:

Brand: Rupa Torrido

Client: Rajnish Agarwal, Mukesh Agarwal

Agency: Scarecrow Communications

Creative: Raghu Bhat, Manish Bhatt, Sarvesh Raikar, Kapil Tammal, Prasad Jindam, Yogesh Rijhwani

Account Management: Arunava Sengupta, Khadija Attarwala

Director: Krish Jagarlamudi

Producer: Satish Fenn

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