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.

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