Corcoise rustles up two new TVCs for Perfetti Italy

NEW DELHI: Mumbai-based advertising production company Corcoise Films is on the verge of finishing production of two new television commercials for Perfetti Italy. The campaigns, for Happy Dent and Alpenliebe, are expected to go on air in the third week of May.



Corcoise Films has worked in conjunction with O&M Mumbai, the creative agency for both the commercials.

“The two commercials are expected to go on air in another two weeks time. We have shot both the commercials in Malaysia,” said Corcoise executive producer Cyrus Pagdiwala.

The two commercials are in addition to a recent TVC for Perfetti Italy’s Vivident Xylit `Gum Boy’ chewing gum.

On the experience of working for a completely different market, Pagdiwala says, “While working with a client like Perfetti Italy, the idea is to match the emotional expectation and creative content with the local audience. We can’t provide an Indian feel to the commercial. There is a lot more interaction with the client. When the client says they would like to go for a fresh look, obviously, we ask for the reason and more detailed background of the brief. There are no assumptions in this case.”

Citing an example, Pagdiwala said that for a TVC like Vivident Xylit chewing gum, which has been executed for the Scandinavian region as well, the commercials feature blonde models rather than ones with black hair.

Discussing in detail the Vivident Xylit chewing gum commercial, he said the story brief from the client asked for - 'the importance of having clean healthy teeth should come through, the film should look fresh and all exteriors to look green and film shouldn’t cause any malice or hatred to any of the characters'.

Description of the Vivident `Gum Boy’ commercial:

The campaign was based on the medicinal use of the chewing gum – helps in preventing tooth decay and helps keep teeth free of tartar.

The film opens on a huge farmhouse (palace) somewhere in the European countryside. Inside the farmhouse, a young extremely pretty woman - about 25 years old, very attractive - someone who any man on earth would die to make love to - sits next to the swimming pool. She is obviously waiting for her husband to join her. But for some reason the woman has a bored/frustrated look on her face.

Standing close to her is her husband. He is a huge guy who is an obsessive body-builder/ narcissist. He is the kind of chap who is in the gym six hours a day and the only thing he has on his mind is his body. The woman waits for him patiently as he admires himself in the mirror, totally oblivious to her presence. This is the reason behind the woman’s look. She has given up on this man.

The woman, quite irritated, barges out of the room and out of the farmhouse. In search of a little love and attention, she runs towards the barn of their big palatial house where she finds the farm boy working.

She decides to go all out and indulge in a little pleasure with him and drops her clothes in front of him. The farm boy, who is very pleasantly surprised, reaches out to her. He tries to take off the girl's bra-strap using his teeth. Just as he succeeds in this endeavour, we hear him screech and shout. The voice travels far and wide.

V O: Look after your teeth before it’s too late. With New Vivident Xylit that has Xylitol to fight tooth decay.

She now fears the worst and as expected, we see a hand break through the barn door and in comes the husband. The film ends on his POV of the farm boy holding his jaw in pain with one hand and the girls bra in the other. On the other side is the naked wife.

The casting brief from the client was as follows:

1. The girl shouldn’t come thru as a sex maniac, but as someone, who is hungry for love and attention and when she doesn’t get it from her husband she is left with no other alternative.

2. The Husband – Shouldn’t look like a cruel, cunning and evil man. He is a pleasant looking individual whose only problem is self-obsession.

3. The farm- boy – Should be a likeable guy who is not the cause of the family dispute. He is simply present at the right place at the right time or the wrong place at the wrong time.

Latest Reads
Culture Machine & Quaker Oats aim to feed kids

As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

MAM Media and Advertising Ad Campaigns
BTVi unveils new brand positioning

BTVi has unveiled its new positioning, #OpinionsThatCount, aimed at impacting the opinions of the influencers. With this, BTVi will be the voice and choice of the influential. An integrated campaign will be launched primarily catering to influencers, key decision makers and opinion makers.

MAM Media and Advertising People
Cornitos unveils 'Crispy' mascot

Cornitos, the flagship brand of Greendots Health food Ltd, rolled out its new brand campaign announcing the launch of its mascot. With its inception in 2009, it is for the first time that the brand has given a face to its much-loved Nachos category.

MAM Media and Advertising Ad Campaigns
Barbie's 'Power Of Play': Mattel, BBDO remind parents

MUMBAI: Mattel Asia has launched a new video for its Barbie® brand as part of its broader initiative to empower girls. Mattel Asia, takes on the widely held belief in Asia that imaginative play is not important to a child’s development, with the release of, “The Power of Play with Barbie,” a part...

MAM Media and Advertising Ad Campaigns
Zee Mundo hires Steinbranding

MUMBAI: Steinbranding, the international design agency with headquarters in Buenos Aires, responsible for the image of more than 50 channels worldwide, was chosen by the major Indian media group, Zee Entertainment Enterprises to create the brand, naming and on-air & off-air branding for Zee...

MAM Marketing Brands
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands
Cadbury Bournvita Biscuits introduces new tiffin pack

Mondelez India Foods is set to launch a new tiffin pack of its highly successful Cadbury Bournvita Biscuits with an aim to encourage consumers to make it a habit in the morning to have the biscuit.

MAM Marketing Brands
FCB Ulka wins advertising duties for AVT Premium

MUMBAI: A.V. Thomas & Company has appointed FCB Ulka Bangalore to handle the advertising duties for their flagship brand, AVT Premium. The win adds to FCB Ulka Bangalore’s portfolio which includes marquee clients like ITC Biscuits & Confectionery and Wipro Consumer Care & Lighting. AVT...

MAM Media and Advertising Account
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories