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Wild Stone bats for adoption of male talcum powder in new spot

The TVC crafted by Brand David Communications provides a ready solution to the concerns of women battling the qualms of gender-neutral personal care products in a regular household

Click on the Image to watch the TVC.

Male talc brand Wild Stone from McNROE has launched a TVC campaign #GoodChoiceSister, advocating the adoption of male talcum powder by showcasing the relevance of androgynous fragrances in a relatable way.

Narendra Kumar Daga, Founder and MD, McNROE, said, “Gender- neutral grooming products were a safe option till consumers became more aware and informed about their specific grooming preferences. Today Indian consumers have evolved and are on the lookout for products that suit their personalities. Wild Stone means to facilitate this evolution and create products that specifically address these choices.”

The TVC provides a ready solution to the concerns of women battling the qualms of gender-neutral personal care products in a regular household. Wild Stone wittily acknowledges the concerns of women, or the chief home makers in the narrative.

Agreeing with the storyline, Daga said, “Women are intelligent shoppers, and evaluate a product on several parameters, including its fragrance and appeal. Wild Stone has deftly shown product relevance without appearing overtly masculine.”

The campaign has been conceptualised by Brand David Communications. "In most Indian households, the purchase of talcum powder is triggered by women. As a result, the family ends up using the same floral fragrance powder. So the challenge for the agency was to weave a narrative to make women buy Wild Stone Men’s talc for their husbands. Wild Stone has always distinguished itself in the category with its core of fragrance. The film beautifully brings out the dilemma of a woman when her husband starts smelling like her because of the talc. The quirky narrative reaches out to women with a humble request, ‘Dear sister, let your man smell like a mister.’ With this campaign, Wild Stone’s presence will be stronger in the men’s grooming category,” said spokesperson, Brand David Communications.

Wild Stone’s two-variant talcum powder portfolio currently includes the marine, zesty freshness of Hydra Energy Deo Talc and intense, woody fragrance-Ultra Sensual Deo Talc. With this campaign Wild Stone aims to strengthen its brand position further and increase its consumer base.

The TVC:


Client: Wild Stone

Agency: Brand David Communications

Production House: Jamic Films

Director: Shirish Daiya

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