He Deodorants has launched an advertising campaign to connect with the youth by mixing fun with a humorous plot in a bid to excite them about their latest offering, ‘He Magic Duo’.
The product is a deo pack with two distinct fragrances in a single pack. The campaign positions the brand as an innovator that has brought a very fresh and unique concept in the fragrance industry.
Conceptualised by FCB Ulka, Mumbai, the three-film series is based on young protagonists found caught in tricky situations, where bizarre lies are the only way out for them. Such lies that are far from believable for anyone, which is when, the innovative product, He Magic Duo, gets introduced as the alibi to leverage the campaign idea of unbelievability. The phrase ‘God Promise Bro’ very convincingly helps unveil the product in the films and adds a fun memorable moment for the audiences.
Harsh Vardhan Agarwal, Director, Emami Ltd., said, “The deodorant category in India is highly saturated and cluttered. With the presence of multiple players, it is becoming increasingly difficult to break through this clutter and stand out. He as a brand has a strong legacy of differentiation from the very beginning. This time, we found through our consumer research that there is an increasing dual usage trend wherein one in five users currently uses two or more deos on a regular basis just from the need of variety and the urge of not smelling the same every time. Triggered by this consumer need, we have brought in a category-disrupting solution through He Magic Duo where we are offering two fragrances at the price of one. We believe that He Magic Duo with its breakthrough packaging is going to create a stir in the consumer’s mind space.”
Kulvinder Ahluwalia
Kulvinder Ahluwalia, President, FCB Ulka, Mumbai, said, “It is invigorating to work on a new client and chart a new path for a brand. Our first campaign with Emami for He Deos is a perfect example of this. Leveraging its unique two fragrances in one pack, the films position HE Deo’s Magic Duo as something that raises the possibility of even the unbelievable becoming believable, because He now makes two fragrances in one pack. Each of the films is a treat to watch and this is sure to be among the most talked-about campaigns in the category.”
Keigan Pinto
Keigan Pinto, National Creative Director, FCB Ulka said, “This project has been a dream right from the get go! The big idea came from the fact that when you hear that one deo bottle has two distinct fragrances, you are bound to react with disbelief. A product so innovative and so fresh in the market needed some amount of ‘pagalpanti’. It’s a guy product and it’s a guy thing. We laughed our hearts out while writing each script and that made this journey fun.”
The campaign is running on major Hindi, Bengali, Tamil, Telugu and Kannada TV channels. The TVC is also being endorsed on popular social media platforms such as Facebook, YouTube and Instagram and has other 360 extensions.
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