Rupa Frontline brings in a touch of irreverence with Ranveer Singh

Created by Scarecrow Communications, the campaign manages to grab attention with Ranveer's over-the-top antics and its catchy music video style

Aanchal kohli | Mumbai | May 15, 2015

Click on the image to watch the TVC.

Kolkata-based Rupa Frontline has recently rolled out a new campaign to promote its innerwear line with Ranveer Singh. After his 'Do The Rex' and 'My Name is Ranveer Ching' TVCs, the actor is all set to spread his charm in Rupa Innerwear's campaign, which has the 'Yeh aaram ka mamla hai' proposition.

This is not the first time that Rupa has used a celebrity to endorse its innerwear brand. Created by Scarecrow Communications, the TVC features an 'energised' Ranveer Singh and has been shot in the format of a song promo for a film. Shot in Rayong, Thailand, the TVC shows Ranveer in an over-the-top avatar by the beach, flaunting his looks, charming girls, doing the Limbo dance and even punching a shark. The TVC wraps up with the tagline: 'Yeh aaram ka mamla hai'.

To placate any objections raised by animal rights activists, Mukesh Agarwal, Whole-time Director, Rupa & Co Ltd and spokesperson for the brand, said, “This is to clarify that the shark shown in the latest Rupa commercial featuring Ranveer Singh is a rubber toy, no animal was used in the shoot. It is not our intention to hurt anyone's sentiment. We will be adding a disclaimer in the ad to this effect.”

The campaign will be led by television and supported by outdoor and digital media.

Speaking to BestMediaInfo, Arunava (Joy) Sengupta, Founder-Director, Scarecrow Communications, elaborated, “It's a fun film visualised on a rap song sung by Ranveer, especially composed on the brand theme of 'Aaram ka mamla hain'. With high energy and irreverent picturisation, the TVC showcases something that captures the personality of brand Rupa and Ranveer himself. With an aim to capture the irreverent attitude of Ranveer, the idea was cracked during a joint ideation session with him and Karan Kapadia, the director of the film.”

The one-line brief was to connect with the youth and that is exactly what the TVC tries to do. When asked about how challenging it was to work on the brief given by the client, Sengupta said, “Actually it was a lot of fun rather than challenging. All the compliments go to Ranveer for showing tremendous professionalism and pulling off such a tough shoot even with his shoulder injury.”

Though the commercial has just been launched, Sengupta said that the initial feedback had been very positive. He also mentioned that there was more to come. Rupa Frontline, which has always experimented with its tagline, 'Sabse Age', is now seen taking a differentiated route with this new commercial.

Meanwhile, Ranveer has been promoting this ad aggressively on Twitter with tweets like, “Raja baba burning up the beach” and much more.

“Ranveer makes it cool”

Naresh Gupta

Naresh Gupta, Managing Partner and CSO, Bang in the Middle, remarked, “India has got its contemporary hip-hop star. It doesn't matter if that style is not mainstream style, Ranveer makes it cool. Ranveer here could have been Ranveer Ching, who did the Rex. There is music that keeps ringing in your ear, there is energy that is infectious, there is slapstick humour that ensures that you don't take the narrative extra seriously. From the mundane innerwear brand commercial, this one is a welcome departure. Makes you laugh, makes you hum, has used the celeb in a good way. The TVC will do well with Ranveer's fan base, hopefully it will work with Rupa's fan base too.”

Nima DT Namchu

Nima Namchu, Chief Creative Officer, Havas Worldwide, said, “If this is the first Rupa Frontline commercial starring Ranveer Singh, I think it does a good job of announcing this association. It's quite obvious that the creative is inspired by Ranveer's image – the film is naughty, just bordering on the obscene, but pulling away from the edge just in time to keep it kosher. Yes, it is designed to create a buzz.”

Kapil Batra

Kapil Batra, Executive Creative Director, McCann Worldgroup, opined, “I don't think many people would remember the TVCs done by Rupa previously. Their line, however, is well established. So, if the attempt was to create a TVC that gets talked about, the job is done. After all, it is an item number featuring Ranveer Singh. It is chichora, but his fans are going to find it entertaining. However, it lacks the finesse. Also, the lyrics could have added more fun to the whole thing.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Rupa Frontline

Agency: Scarecrow Communications

Agency Team: Manish, Anindya, Anjali Rawat, Kevin Joseph

Director: Karan Kapadia

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