Scarecrow creates Thermocot's winter campaign

MUMBAI: Thermocot, the thermal wear brand from the house of Rupa, has launched a new TVC to make the most of winter.

In its new commercial, Thermocot has positioned itself as a fashion and lifestyle brand, which not only gives warmth but also makes the wearer look ?hot?.

The television commercial has been created by Scarecrow Communications.

Scarecrow Communications founder director Arunava (Joy) Sengupta said, "Since we came on board, one of our key tasks has been to revamp the imagery of the group and its portfolio. It?s a challenge, since the core audience, for many brands under the stable, is the masses of India. This TVC not only works for Thermocot, but also ups the imagery for the entire portfolio."

The film is based on an audio track, which is sung like a Sanskrit chant. The idea is to create an audio mnemonic using the word ?Swaha? in a whole new context. Girls going ?weak at the knees? looking at the guy is a category code. The out-and-out Indian track slapped against images straight out of Parisian streets, helps the film stand out in the clutter. What also adds to the film?s appeal is the way it explores female stereotypes - both lyrically and visually.

"Be it Tata Sky?s Life Zhingalala or Pond?s Googly Woogly Wooksh, an audio mnemonic helps in making the communication sticky. We looked at Sanskrit - the great Indian language, on the verge of extinction today, to derive our own audio property - Swaha," Scarecrow Communications founder director Manish Bhatt added.

The film is directed by Milestone Films? Vishal Manglorekar while the music is credited to Rooshin Dalal.

Latest Reads
iProspect India launches initiative to empower women

iProspect India, the digital performance agency from Dentsu Aegis Network, has announced its Women@iProspect initiative that will focus on safety, gender diversity, and leadership for its female employees. The initiative is a part of its Women@Dan programme.

MAM Media and Advertising Digital Agencies
Mumbai Mirror launches the 2nd leg to the city-wide campaign ‘Operation Khataara’

Mumbai Mirror, the city’s favorite daily, takes its civic campaign ‘Operation Khataara’ to the next level by launching a multimedia campaign.

MAM Marketing MAM
Role Expansion for Vincy Jathanna, Ipsos Observer IndiaService Line Head

Keeping in view Vincy Jathanna’s stellar performance in growing the business of Ipsos Observer in India

MAM Marketing MAM
Guest Column: To win and how to win - The always good question in advertising

Advertising - the shiny shop front of marketing, is famously not a fixed entity. It moves, morphs, adapts, transfigures, gets deformed and always rests with a new face every few months.

MAM Marketing Brands
L&K Saatchi & Saatchi wins creative mandate of Jindal Stainless Group

Leading Stainless steel conglomerate, Jindal Stainless Ltd. has announced the appointment of L&K Saatchi & Saatchi as its creative Agency on Record (AoR). The appointment follows a multi-agency pitch, which was won convincingly by the Publicis Groupe-owned agency for its superior...

MAM Media and Advertising Account
Tata Motors launches elite wrestlers development program

After announcing itself as the principal sponsor of the Wrestling Foundation of India (WFI) in August, Tata Motors Commercial Vehicles Business Unit (CVBU) has further extended its support to the sport in an exemplary way by setting up the ‘Tata Motors Elite Wrestlers Development Program’. The...

MAM Marketing Brands
Thrive Global India launches editorial campaign - 'Believe'

Thrive Global India recently launched its editorial campaign “Believe”, which will tell extraordinary stories of finding and nurturing belief in situations that, at the outset, appear bleak. This was kickstarted by an honest conversation between Thrive's founder and CEO Arianna Huffington and actor...

MAM Media and Advertising Ad Campaigns
Indian Foodservice industry to reach Rs 5,52,000 crore by 2022 with a 10% growth

Industry leaders of the Indian Food Service Retail sector today highlighted the upcoming golden decade of the growth in the industry driven by the changing consumer behaviours and influx of technologies within the business.

MAM Marketing MAM
SIMCA Members join PPL, for monetizing their Public Performance Rights

Members South Indian Music Companies Association (SIMCA) has entered into an agreement for monetizing its public performance rights with Phonographic Performance Limited (PPL).

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories