MUMBAI: Mumbai-based agency Palasa Creative Place has bagged the creative duties for Streax Xenoh Deodrants, the deodrant brand from Hygienic Research Institute Private Limited (HRI).

The agency has already started work on the brand. Streax Xenoh Deodrant has launched a new television commercial featuring anchor and actor Rannvijay Singh who has come on board as brand ambassador.

Riding on the idea, ‘Live Fearless‘ created by Palasa, the new TVC is about the difference and a chase between a group of guys and a single fearless guy. It‘s about the decisions that this single protagonist featuring Ranvijay takes with confidence in his stride.

The new TVC highlights the way Xenoh deodrant adds to one‘s personality. The basic message is to convey that if you are fearless, you get things your way. At the same time, through this commercial the new Xenoh variant ‘Night Out‘ is introduced.

Palasa founder and creative director Sandeep Bomble said, "The thought was to portray that the attitude of the man lies in his confidence to face the world. Also we had debates on things that impress women and we came to a conclusion that no doubt good looks, roses, letters, etc are known to impress them but today women seek beyond these things. They look up to men who are fearless and confident. Thus, Palasa‘s idea of ‘Live Fearless‘ perfectly blends with the thought, which gives man a larger than life attitude. Hence we personified the product to something that brings forth the fearless instinct of the man that allows him to go ahead and get what he desires."

The TVC is produced by Red Ice Films.