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Birla Cement rolls out new TVC

MUMBAI: Birla Cement has launched a new TV commercial for its wall care putty cement.


The campaign, conceptualised by Lowe Lintas, aims to educate the IHB (Independent House Builder) about the use of good quality putty and what it can do to the paint in house.


Produced by Jamic Films and directed by Nikhil Rao, the film revolves around a small town house owner who has a parrot for a pet. He sees white dust fly off when the parrot shakes his head. News spreads like wild fire and people from all over come to see this unnatural phenomenon. 


It‘s all over the country. Experts have discussions on the issue, ordinary people deny it, and some think it‘s all thanks to God. In the end it‘s the parrot that solves the mystery of the white dust. This leads to major embarrassment to the house owners. The film ends with a message, "ho gaya na popat. Chahiye papdi ke chutti, lagao Birla White Wall Care putty"


The creatives are done by R Balki, Arun Iyer, Ashwin Varkey, Subodh Menon, Reshma Tonse, Jaywant Dabholkar, and Varun Punjwani.

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