Emami's He partners with Tiger Shroff, gives a filmy twist

He Deodorants, through its latest commercials, have taken ‘He Magic Duo’ to a new level. While the presence of two unique fragrances in one masculine pack was an innovation, the brand has challenged itself again by encouraging mixing of these specially crafted fragrances.

It’s out with the old and in with the new! It’s time to mix two magical fragrances to create a third fragrance that’s unique to the user.

Conceptualised by FCB Ulka, Mumbai, the two-film series draws inspiration from Bollywood. Just as Bollywood is synonymous with drama and stretching the viewer’s imagination, the commercials humorously capitalise on iconic cinematic settings that inculcate drama into something as orthodox as a body perfume, leaving viewers in splits every time they see the ads.

‘He’ partnered with Tiger Shroff to bring this filmy spin alive. The twist here is seeing Tiger in a never-seen-before avatar, with a never-seen-before concept of mixing fragrances.

In two completely distinct situations, we see the key characters in the films take a crazy trip down the imagination lane, only to find Tiger was talking about an unimaginable reality, when he introduces the He Magic Duo, which has not one, not two but three fragrances in a pack. 

For all the millennials with an ‘always wanting more’ mindset, just spray some He Magic Duo because, Ismein Fragrance Teen Hai Bro!

Harsh Vardhan Agarwal, Director, Emami Ltd., said, “There is an emerging set of consumers who are now using a different fragrance for a different occasion. We were the first to bring a disruption into the market, launching two fragrances in one pack with our He Magic Duo to tap into the opportunity. We are now pushing the envelope with the concept of fragrance mixing on this product. He Magic Duo’s two perfumes have been designed such that when mixed, they complement and create a third fragrance. The FCB team has created a film with the right blend of fun where the story draws on Bollywood analogy and seamlessly showcases the product proposition. The ad with Tiger Shroff in a never-before-seen avatar is sure to garner attention and excitement.”

Kulvinder Ahluwalia, President, FCB Ulka, Mumbai, said, “Partnering with a brand to build clutter-breaking campaigns is the best kind of challenge. The brief for this campaign was a challenging one with He Magic Duo now having a never-heard-of-before — three fragrances in one pack. The films draw inspiration from Bollywood and are high on humorous entertainment to drive home this extremely unique and category-first benefit. This campaign is sure to resonate with the film-lovers across the country, especially the youth.”

Keigan Pinto, National Creative Director, FCB Ulka, said, “He Magic Duo is a product that is different from conventional deodorants. It has two distinct fragrances — and when you mix the two, you get a third distinct fragrance. Creatively speaking, showing three fragrances was a challenge. Till we came upon a classic Bollywood dialogue that is folklore now — ‘Maa, hum ek se do ho gaye’. We used it as a creative hook. The beauty of it is that it led naturally to a Bollywood style OTT execution. And then, we got on board a Bollywood youth icon, Tiger Shroff, to deliver the final punch. In short, the idea dictated the execution and the use of a celebrity rather than the other way around. We worked closely with Shujaat Saudagar, the director, to craft two TVCs in iconic ‘filmy’ settings, that depict the same message, but in a very distinct manner from each other.”

The campaign is running successfully on major Hindi, Bengali, Telegu and Kannada TV channels. The TVC is being endorsed on popular social media platforms such as Facebook, YouTube and Instagram along with extensions into print/OOH and other mediums.

The films:

Mom:

Villain:

Credits:

Client:  HE Deodorants (Emami Ltd.)

Creative Agency: FCB Ulka, Mumbai

Creative Team: Keigan Pinto, Anindya Banerjee, Shailesh Khandeparkar, Dattadri Kothur, Ninad Nashikkar

Planning Team: Saad Khan, Pranav Shetty, Adrian Mascarenhas

Films Team: Alpa Jobalia, Stanley Christian

Account Management: Kulvinder Ahluwalia, Tushar Bhatia, Puneet Dewli, Raghav Mahendra

Director (of the TVC): Shujaat Saudagar

DOP (of the TVC): Ravi Varman

Executive Producer: Karishma Sahi

Production House: Rabbit Hole Films

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