Boroplus' new TVC packed with Bachchan, Rajkumar Hirani & Shantanu Moitra

A new ad campaign for Boroplus, Emami Group's flagship antiseptic cream product called "Safed Teeka' was launched a few days ago. The group wanted to bring in an emotional connect with its consumers by establishing through cultural connotations that Boroplus protects its users from dryness and other skin problems.

The commercial begins with Amitabh Bachchan putting "safed tika' of Boroplus Antiseptic Cream followed by people from across the country doing the same. With the background score of "Lagate hain safed tika' people from all walks of life are seen putting the "safed tika'. The TVC ends with the tagline of "safed tika, taki sardi ki nazaar na lage'. The message that "Himani Boroplus Antiseptic Cream' is the one that protects skin from the evil-eye of winter.

It is also for the first time that the trio of Amitabh Bachchan, Rajkumar Hirani and Shantanu Moitra has been brought together. The brief given to Everest Brand Solutions was to elevate Boroplus as a brand leader and reinforce it as a trusted option for it users.

Earlier this year, Boroplus account was given to Everest Brand Solutions with a brief to position it as a multipurpose cream. The ideation was in process after realizing that in India traditional beliefs of applying a black dot is still strong to ward off the evil eye. The idea was looked at from a different point of view and thus it was decided the "safed teeka' of Boroplus will ward of the harsh winter and protect their skin.

Boroplus has had Bachchan as the brand ambassador for the last eight years. Boroplus commercials have always been about its functionality and focuses on the general way of life. Bachchan was a "pundit' in a previous Boroplus commercial. Kareen Kapoor is the other brand endorser for Boroplus. One of the ads featuring Kapoor had her in a classic love story where the cream comes to rescue at the end of the day.

The commercial definitely is able to relate to people from across the country who has been brought up on this notion. However one may question here how is an antiseptic cream talking in the lines of a moisturizer? This may lead one to feel if there is a miscommunication in the brand strategy. It is noteworthy to give credit as well, as this commercial has come a long way from the usual traditional cream advertisements. Although a miscommunication in the identity of the brand is a serious issue.

The TVC has evoked mixed responses from the industry. A media professional said, "The TVC is created well with clean shots and imagery however the basic message may seem unclear. Considering this is an old and a flagship product of the group, I would expect them to have clear brand objectives and communication in place." | By Janees Antoo [janees(at)adgully.com