Rupa makes Ranveer define his comfort zone

Following its recent logo change, Rupa Innerwear has launched its new campaign featuring 2 TV ads featuring Ranveer Singh. The ads have been conceptualized by Scarecrow Communications.

Both the ads show Ranveer elevating normal everyday activities into riveting performances. The first ad shows Ranveer transforming a treadmill routine into a complex ‘dance’ routine that makes everyone start watching them.

The second film shows the actor join a group of children in a game of football. Here again, he performs various tricks that awe the kids

The soundtrack is quite memorable and uses a grunge rendition of the song ‘Aankh Ka Tara' (apple of the eye). The only dialogue in the film is the brand’s classic baseline - Yeh aaram ka maamla hai, mouthed by the actor.

Mukesh Agarwal, brand president, Rupa Frontline, said, “We think we’ve done it again. Our last ad with Ranveer Singh broke all the records for the innerwear category receiving a huge viewership within a very short span of time. The new ad has the potential to recreate the magic of the old ad, and entertain and inspire at the same time.”    

Says Raghu Bhat, Founder Director, Scarecrow Communications, “We wanted to capture slice of life situations and yet, make them memorable. Ranveer came to the set well-prepared and his hard work went a long way in making the performance look effortless. This was essential to capture the essence of ‘yeh aaram ka maamla hai’.”

Arunava Sengupta, founder director, Scarecrow Communications, said, "Rupa Frontline is one of the popular innerwear brands, and with our new campaign we strive to hit it off immediately with our TG. The ad is young, energetic, much entertaining and contemporary, much like the consumers who lead a passionate life full of zeal and energy. Ranveer has done a great job with the ads. You can see him doing some good acrobatic stunts, which are sure to blow your mind. The music is peppy and young, and has the potential to become the next swag anthem for India." 

The campaign will be supported through print, outdoor, cinema and digital.

CREDITS:  

Client: Rupa Innerwear

Agency: Scarecrow Communiations

Account Mgt: Arunava Sengupta, Kevin Joseph

Creative: Raghu Bhat, Joybrato Dutta, Krupal Bhosale, Vaishakh Jhunjhunwala, Rasika Labde

Director: Navzar Eranee

Production House: Walkabout Films

 The film links:

https://www.youtube.com/watch?v=tfqxCgwsj48

https://www.youtube.com/watch?v=YskXHXkpjoY

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