We had a 60 year old soap brand with dwindling sales and a tonality that was losing resonance with the target audience. Add to that client buzz words like ‘induce new trials’, ‘be gender agnostic’, ‘ensure repeated viewings’, and we were left with too many boxes to tick.
So we took what was required; the sense of pride the people of Chennai have for their city and a foot tapping melody, and created this film that helped the brand regain lost ground.
Agency: Creativeland Asia
Creative Chairman: Sajan Raj Kurup
Chief Creative Officer: Anu Joseph
Creative Team: Tejas Ravindranath, Lishoy George, Seby John, Radhika Suthankar and Deepa Ramanathan
Tamil lyrics: Deepan Ramchandran
Account Management: Swati Dua and Ryan Rodrigues
Director: Venky, Chrome Pictures
