Ambi Pur’s New TVC Focuses on Refreshing Monsoons
Mumbai,
August 4, 2017:-
Ambi Pur’s Smelly to Smiley campaigns have always challenged
and conquered the toughest and most pungent odours in a real time set up with
live experiments. The third edition of the Smelly to Smiley campaign focuses on
yet another very relevant odour issue that most have us have encountered – the
problem of the lingering monsoon odour that
plagues all Indian households during the season. While monsoons have always
stood for happy, fun times, growing up brings us face-to-face with
monsoon-related issues. Akin to the advertisement format that has become
synonymous to Ambi Pur, the new TVC is a real-life experiment at a real consumer’s
home, where a unique sensorial challenge is conducted. After all, how often
would you come across people with blind folds and pegs on their noses?
This interesting play on the senses
reveals that a home, which may look immaculately clean, may, in reality, be
perceived as unclean because it is doused with the damp monsoon odour. This
TVC, conceptualized by Grey Group, features Brand Ambassador Boman Irani who
presents a reality check in context to the damp, lingering odours that specially
torment during monsoons. Launching nationally on August 03, the TVC positions
the New and Improved Ambi Pur, with odour-clear technology, as the perfect
solution to restore freshness to your favorite season.
The recently released findings from a
survey conducted by AC Nielsen, commissioned by Ambi Pur, unearthed the extent
of suffering that these damp, musty odours impose on all of us. In fact, 9 out
of every 10* women felt that monsoons bring issues within the household such as
drying clothes inside, that lead to a musty damp odour.
Nidhish
Garg, Brand Manager, P&G Home Care India, comments: “To drive awareness regarding the New &
Improved Ambi Pur with patented odour-clear technology, we have launched the 3rd
leg of the very popular Smelly to Smiley campaign. The brand stays with its ideology
of putting the product to torture tests against relevant odour issues, and this
time we take on the musty odour that all Indians face during monsoons. The TVC
captures live reaction of a consumer who experiences the monsoon odour when
visiting a friend’s home that looks perfectly clean. The same consumer sees
Ambi Pur in action and how it completely eliminates the monsoon odour as opposed
to temporarily concealing it with a fragrance. This format of communicating
with our consumers through live experiments helps in building brand salience
and credibility.”
Ambi Pur’s Brand Ambassador, Boman Irani further adds, “Monsoon is my favourite season but we all know the challenges that
come with it, right from drying clothes inside to the rigorous cleaning regime.
The new TVC shows that the house that looks clean may not actually smell clean
due to the overwhelming moisture-heavy air giving out a feeling of lack of
hygiene. It is always fun shooting for Ambi Pur ads, as well as extremely
reassuring to witness the brand live up to toughest home odours in live
experiments, year on year! This time too, Ambi Pur in its new avatar, truly
eliminated the musty monsoon odour. So, it’s time to stop being enslaved by
this moldy smell and refresh your monsoons with Ambi Pur.”
The New & Improved Ambi Pur uses a
distinct formulation that focuses on odour removal, not just on emitting the
fragrance. P&G has created a trademarked ‘Odour-clear technology’, which
has been brought to India in July. The new technology fights odour at a
molecular level, neutralizing it completely, and leaving behind a subtle
fragrance, thus truly eliminating all tough odours.
All Ambi Pur fragrances, including the
newly launched Sandalwood fragrance, are available across stores at a price of Rs. 299.
Agency Credits:
Lead Creative Agency:
GREY Düsseldorf
Local Support: GREY
Mumbai
Production House:
Casta Diva Pictures, Mumbai
About Procter &
Gamble
P&G serves consumers in India with one of the strongest portfolios
of trusted, quality, leadership brands, including Vicks ®, Ariel®, Tide®,
Whisper®, Olay®, Gillette®, AmbiPur®, Pampers®, Pantene®, Oral-B®, Head &
Shoulders® and Old Spice®. P&G operates through 3 entities in India of
which 2 are listed on NSE & BSE. The listed P&G entities are: ‘Procter
& Gamble Hygiene & Health Care Limited’ and ‘Gillette India Limited’,
whereas the unlisted entity (which is a 100% subsidiary of the parent company
in the U.S) operates by the name ‘Procter & Gamble Home Products Private
Ltd.’ In the last 12 years, P&G’s signature CSR program P&G Shiksha has
built and supported 1000 schools that will impact the lives of 10,00,000
underprivileged children across the country by providing them with access to
education. Please visit http://www.pg-India.com for the latest news and
in-depth information about P&G India and its brands.
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