Taproot delivers a fragrant tale for ‘Z talc’

10 May,2012

By A Correspondent


Having charmed some of its large clients with awe-inspiring ideas and execution, creative hotshop Taproot India has just finished work for another brand called ‘Z talc’. The talc is from the stable of Argus Cosmetics, the manufacturers of a range of personal care products.


Explaining the rationale for the ongoing promotional activity, Mr Sundar, Managing Director, Argus Cosmetics Pvt Ltd said: “We launched “Z” Magnetism talc for men in April 1992. Our strategy at the time of launch was to create premium cosmetic products for the discerning male consumer. ‘Magnetism for Men’ is our endeavor to build on this strategy, and offer more personal care products for upwardly mobile men.” Mr Sundar added that they intended to target the metrosexual male as it is common to find men these days going to the parlours for a facial or dying their hair, and so on.”

Throwing light on the new commercial, Mr Sundar said: “We have created this TVC to accelerate our growth, and create a strong brand. Thus far, our growth has come from building distribution, we now want to create heightened awareness and pull for brand ‘Z’.”


On the objective set out for the agency, Manan Mehta, Managing Partner, Taproot India said: “With the business growth plans in place, the attempt was to consolidate the current market and look to engage with the fence sitter in the future markets. The overall exercise was to refresh the brand without losing its essence and present it in an alpha avatar that reflects today’s consumer aspirations and their lifestyles.”


Providing a more analytic insight, Santosh Padhi, CCO, Taproot India said that according to research, about 30 per cent females use the product not because it’s lying on the dressing table, but because she is in love with its fragrance. “The positioning ‘Magnetism for Men’ was carved on the brand two decades back, since than they have been using it on retail space, hence we too decided to take the same positioning forward.” He added: “The brand name “Z” sounds very international, strategically we decided to keep the perception of it being a international brand hence the whole treatment of the film is very international.”


The campaign is currently on air in Maharashtra and Andhra Pradesh and is expected to go national soon.




Agency: Taproot India

CD: Santosh Padhi, Agnello Dias

Writer: Santosh Padhi

Client Servicing: Manan Mehta

Director: Razneesh Ghai

Producer: Anju Vaswani

Associate Producer: Bhavna Singh

DOP: Kavin Jagtiani

Editor: Jay Chandran

Post Production: Prime Focus


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