AdStrat: Scarecrow rides on the magic of Swaha for Rupa Thermocot

05 Nov,2012

Manish Bhatt, Founder Director, Scarecrow Communications

 

Name of the campaign/ Ad:  Swaha for Rupa Thermocot

 

The Brief: Besides the functional benefit of the product, also to up the cool quotient of the brand.

 

Research insights: In a category cluttered with functional messaging, Thermocot, the thermal wear brand from the house of Rupa, has launched a new TVC to make the most of winter, which is just around the corner. While most competitors have always positioned themselves on the functional benefit of the product, i.e. great warmth, Thermocot has gone a step ahead and positioned itself as a fashion and lifestyle brand, which not only gives warmth but also makes the wearer look ‘hot’.

 

[youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=iiUKCf8Sz8U[/youtube]

The thought process behind the creative: 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.

 

Media vehicles chosen: TVC.

 

Key issues kept in mind while executing the ad:  To get the look of the film right was critical. The twilight lighting and various background and foreground flare techniques employed by Ayananka Bose, the multi-award-winning DOP of Kites, helped in giving the film a distinct look.

 

What is the differentiating factor about the ad? Be it Tata Sky’s Life Jhingalala or Pond’s Googly Woogly Wooksh, an audio mnemonic helps in making the communication sticky. Here Scarecrow looked at Sanskrit – the great Indian language, on the verge of extinction today, to derive their own audio property – Swaha.

 

Post a Comment 

2 responses to “AdStrat: Scarecrow rides on the magic of Swaha for Rupa Thermocot”

  1. a says:

    people should develop some sense of humour….hindus shouldn’t turn arrogant like muslims

  2. DS says:

    the add which is designed in the form of a chant is derogatory and offensive… It makes fun of the ancient vedic tradition and the way mantras are chanted … better ban it or I am going to sue the producers for it.