The TVC, conceptualised by Grey Group India, is an exaggerated and humorous twist to how Scotch-Brite acquired its quality of long life
BestMediaInfo Bureau | Delhi | June 29, 2015
Brand Scotch-Brite has been in India for over 26 years, creating products that solve consumer needs in the homecare space. Their diverse range of offerings include scrubbers, mops, wipes, sponges, brushes, etc. The brand has now rolled out a new campaign to re-launch Scotch-Brite Scrub Pad.
In a low involvement category with very little perceived differentiation, where many small players with similar looking green pads exist, it was important to communicate the superiority of Scotch-Brite scrub pad. Hence, creative agency Grey Group India’s starting point was to identify the one singular benefit and elevate it. Research showed that this key benefit is its long life.
The TVC is an exaggerated and humorous twist to how Scotch-Brite acquired its quality of long life. ‘The Legend of Scotch-Brite’ depicts a woman washing utensils when an old man comes and asks her for some water. The old man then transforms into a divine being and pleased with the woman’s generosity of spirit, asks her what boon she’d like. The woman wishes for long life. But while granting the boon, the divine being gets distracted and the ray of light from his palm instead hits the scrub pad near her, the scrub pad turning into Scotch-Brite scrub pad – with really long life.
The brand promise is signed off with ‘Naya Scotch-Brite Scrub Pad. Lamba Chale’.
Brief:Scotch-Brite has become a generic in the green scrub pads category. How do we elevate from the clutter?
Ram Jayaraman, Executive Creative Director, Grey Group Bangalore, commented, “Scotch-Brite Scrub Pad is not just the category leader, but is the category itself. It’s the only scrub pad with stain cutters – innovative Alox particles that treat dirt like dirt. This pad lasts so much longer than other me-too green pads that it feels like a divine miracle. The film is a respectful – albeit entertaining – attempt to demystify the legend.”
Sanjit Satapathy, Country Business Leader, Consumer Business Group, 3M, added here, “We have a superior product. Scotch-Brite Scrub Pad, with stain cutters and unique s-shape, has a really long life. We needed an interesting way to communicate this benefit and our agency, Grey, brought this out quite beautifully with their funny, quirky script that all of us liked. The result – a very interesting TVC communicating the product benefit in a way that is unique to this category.”
Dheeraj Sinha, Chief Strategy Officer, Grey South & South East Asia, said, “The focus of the communication is on the benefit of long lasting. This is possible because of 3M’s superior technology. But we are talking about a low-involvement category, hence the attempt is to deliver the message in an interesting way. We wanted to take the narrative out of the drudgery of the kitchen sink, where most of the current category communication resides.”
Client: 3M India
Brand: Scotch-Brite Scrub Pad
Agency: Grey Group, Bangalore
Executive Creative Director: Ram Jayaraman
Senior Creative Director: Mark Flory
Copywriter: Aina Mathew
Vice President & Business Head: Vishal Ahluwalia
AVP & Director Client Services: Amarendra Singh
Sr. Account Executive: Varun C
AVP & Director Planning: Ajay Ravindran
Senior Planning Manager: Barsha Chakraborty
Senior Vice-President – Films: Samir Chadha
Director – Films: Sharad Shinde
Production House: Like Minded People
Director: Piyush Raghani
Executive Producer: Ruchi Mehta
Producer: Puneet Bhatia
Country Business Leader, 3M Consumer Business Group: Sanjit Satapathy
Group Marketing Head, 3M Consumer Business Group: Siddhesh Borkar
Group Product Manager, 3M Homecare: Srinivasan MS