Grey group’s campaign for P&G Ambi Pur

21 Aug,2020

By A Correspondent


Grey’s latest film for Ambi Pur tackles the common problem of ‘hard to get rid of’ damp smells, which may linger even in the cleanest household during the monsoons.


Talking about the campaign, Vivek Bhambhani, Group Creative Director, Grey Group said: ”People get used to malodours in their home and little do they know that when guests come over, they truly suffer. And in our country, there’s a famous saying for people who don’t pay attention to what’s right in front of them: Aankh khol ke dekho .Taking this colloquial phrase forward, we created the idea: Aankh kholke nahi, naak khole dekho. (Which means, don’t just open your eyes, open your nose to see.)So in the execution, we exaggerated the malodour for the consumer, so that they finally realise the malodour that’s right below their nose.”


Added Sana Zaman, Brand Director, Procter & Gamble: “For our consumer having a good smelling home that welcomes guests and family is as important as a home that appears clean. And with this new campaign, we are trying to take a fun but very relevant approach towards ‘invisible smells’ in Indian homes – be it that dreaded monsoon odour from indoor drying of clothes or the lingering smell of food in your car. When you clean your home you don’t just make it appear clean but also clear away all dust and dirt. Similarly, Ambi Pur’s brand objective is to not just mask the odour but to eliminate it completely, leaving behind a delightful fresh fragrance.”



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