Boroplus & Bebo take prickly heats to cool heights

No, this isn't a remake of 3 Idiots, but what with the help of their fun-filled innovative ideas you can do to protect yourself from the itchy prickly heat menace this summer. Emami is all set to release a new television commercial to promote a product extension of Boroplus brand directed by Mr Rajkumar Hirani of 3 Idiots fame with his breezy entertainer. The Rs 2,500 crore diversified Emami Group's TVC will include hot names like Kareena Kapoor and Shreya Ghoshal.

The TVC, based on the entertaining movie will show Kareena providing cooling relief to children who are distressed by itches and summer rashes with Boroplus Prickly Heat Powder, and let them play on unhindered. With Bebo's refreshing and ravishing looks, her grace and poise lets her seamlessly gel with the children, making the TVC a fascinating experience leveraging the product higher up with the audience. Shreya Ghoshal's magical rendition of the famed song, loads of delectable juvenile fun and mischief filled in by director Hirani the product gets a great emotional connect with the consumers.

Boroplus Prickly Heat Powder has a sizeable pocket in India's Rs 160 crore prickly heat powder market and the brand is confident of moving up in its share with its ability to provide faster cooling relief through natural goodness of herbs. "The TVC is a serious take, but shown in a very gleeful and comic manner on the cruelty of summer months that fosters itches and rashes all over the body and finally being cured by the use of Boroplus Prickly Heat Powder. It's a fun-filled ad-film that aims at taking the message of Boroplus Prickly Heat Powder through the medium of education," said Mr Harsh V Agarwal, Director, Emami Group of Companies.