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Emamai's new TVC for Navratna Cool Talc

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MUMBAI: Indian personal and healthcare business Emami Limited (Emami) plans to include a TVC by Orchard Advertising as a part of a new campaign ‘Thand Thanda Cool Cool‘. The roll-out of the new campaign in early-June this year would be done via press ads, TVCs on all major Hindi general entertainment channels (GECs), radio spots and in-theatre commercials targeting the markets of UP, Bihar, MP, Maharashtra, Jharkhand, Chhattisgarh and Tamil Nadu.

Orchard Advertising, a part of The Leo Group India has conceptualised the new TVC for Emami‘s Navratna Cool Talc, as the name suggests, is a talc that provides relief from heat.

Using power failure in summer as the main prop, including a tune that blames electricity for the discomfort, the 44 second raw creative runs though different peoples‘ unsuccessful attempts to beat the heat. The creative concludes by offering the smallest air-conditioner in the world - Eamami Navrantna cool talc. This commercial has been directed by Gajraj Rao and produced by Code Red films

The Leo Group south Asia chairman Arvind Sharma said, "Heat, sweat and body odour are the most common but yet unsolved problems that bring discomfort and frustration in our lives. These only worsen with the frequent load shedding in hot summer days. Power cuts are very common especially during the hot summer season when demand far outstrips supply. The creative idea for the commercial stemmed out of this insight. We wanted to engage consumers with a communication in real but funny situations, which makes them think -Yes, this happens to me too! The music also played an important role to enhance the load shedding idea and the difficulties everyone faces during that time."

Emami CEO sales supply chain and human capital N. Krishna Mohan said, "Over the years, our brand Navratna Cool Talc has been successfully positioned as the "World‘s smallest A.C" that delivers the benefit of cooling. Hence, we found this creative idea for the commercial to be a highly relevant positioning for the brand. We hope, with this brand communication, to successfully connect with the target audience, especially those who do not spend their day under air controlled environs. With this TVC we hope to directly address a genuine problem of a common man‘s life."

The TVC will be presented to television‘s couch potatoes in India soon along with the brand new ‘Thanda thanda Cool Cool‘ TVC campaign featuring Bollywood biggie Shahrukh Khan.

Orchard‘s clients include Godrej, Piramal Healthcare, Colors, Jyothy Labs, Eureka Forbes, Wipro, SAB Miller and Essilor.

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