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AmbiPur’s campaign: Send Smelfies and party at Boman Irani’s place

Conceptualised by Grey Düsseldorf and with the help of Grey Mumbai, Procter & Gamble has launched a contest as a part of the campaign for AmbiPur, proving that it does not just mask odour, it removes it altogether

BestMediaInfo Bureau | Mumbai | August 1, 2016

Boman-Irani Click on the image to watch the Video.

P&G’s AmbiPur Air Effects, an aerosol brand, has rolled out a witty campaign in association with brand ambassador BomanIrani. To give the consumers a proof of brand efficacy, the very witty ambassador takes it upon himself by launching India’s first ‘Smelfie’ Challenge, to prove that AmbiPur does not just mask odour, it eliminates smell completely. The campaign has been conceptualised by Grey Düsseldorf and supported by Grey Mumbai.

It shows how brand ambassador Irani has full faith in AmbiPur and is now urging people to challenge the brand with their worst household odours. It takes inspiration from the fact that even the cleanest houses can have odours. There is no shame in this, but there is shame in not doing anything about it. Instead of acting upon it, people either ignore the odour, or resort to compensatory behaviour like opening windows, incense sticks, etc.

Consumers are invited to click their ‘smelfies’ with what they consider the most difficult household odour to get rid of, and send it to  during the duration of the 15-day of the contest. The lucky winners will get entry tickets to Irani’s house party where he will demonstrate AmbiPur’s efficacy and eliminate the household odours brought in by winners. Irani is convinced of AmbiPur’s victory owing to his personal experience. He says in case AmbiPur doesn’t live up to the challenge; he will change 100 diapers in a nursery.

Pooja Ambulkar, Creative Controller, Copy and Naved Siddiqui, Associate Creative Director, Art, Grey Mumbai, said, “We have seen the success of the campaign’s first leg last year, and that was great motivation to work on this year’s #SmellyToSmiley campaign. Selfies are gripping people all around us. So, we decided to add an interesting twist to it by linking it back to the brand and its proposition, by introducing the first-of-its-kind ‘Smelfie’ contest. When the brand ambassador has as much faith in the product as Irani has in AmbiPur, it just makes the execution that much simpler. Not to forget, Boman’s ever-charming, witty demeanour has made it a very fun campaign for us to work on.”

Nidhish Garg Nidhish Garg

Nidhish Garg, Marketing Manager, AmbiPur India, said, “We believe that most households today are not even aware of the odours existing in their house, and hence are not taking any action to getting rid of them. We want the #SmellytoSmiley campaign to be an eye opener for people, urging them to identify their household odours, and challenge AmbiPur, to witness for themselves that Air Effects does not just mask odours but completely eliminates them.”

Irani, actor and brand ambassador, AmbiPur Air Effects, said, “I have been a user of AmbiPur before I became an endorser. I have realised that whether you like it or not, every home has household odours. There is no shame in that. But I want people to understand the importance of removing these odours. AmbiPur Air Effects is the solution I swear by, to fight my toughest household odours. Hence, I am challenging the entire country to share their worst odours with us, and AmbiPur will eliminate them. I want all households to go from ‘Smelly to Smiley’ with this very interesting ‘Smelfie contest’, and trust AmbiPur like I do.”

As the part of the campaign, the company has even launched a video where Irani talks into the camera and tells that he himself uses AmbiPur to get rid of the smells in his house. After being convinced, now he wants to convince the people watching the video that the product actually works.

The unique ‘Smelfie challenge’ is being launched digitally and will be amplified across touch points throughout the duration of the competition of 15 days. The campaign will also be magnified across Twitter and Facebook to invite more and more people to participate and challenge AmbiPur.

The digital video:


Click on the image to enlarge. Click on the image to enlarge.


Client: Procter & Gamble

Brand: AmbiPur

Creative Agency: Grey Düsseldorf & Grey Mumbai

Digital Agency: FoxyMoron

Production House: Casta Diva

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