Scarecrow turns up the heat for Thermocot by walking a different path

In a category cluttered with functional messaging, Thermocot, the thermal wear brand from the house of Rupa, has launched a new TVC to make the most of winter, which is just around the corner. While most competitors have always positioned themselves on the functional benefit of the product, i.e. great warmth, Thermocot has gone a step ahead and positioned itself as a fashion & lifestyle brand, which not only gives warmth but also makes the wearer look ‘hot’.

The film is based on an audio track, which is sung like a Sanskrit chant. The idea is to create an audio mnemonic using the word ‘Swaha’ in a whole new context. Girls going ‘weak at the knees’ looking at the guy is a category code. The out-and-out Indian track slapped against images straight out of Parisian streets, helps the film stand out in the clutter.  What also adds to the film’s appeal is the way it explores female stereotypes – both lyrically and visually.

Manish Bhatt, Founder Director, Scarecrow Communications, says, “Be it Tata Sky’s Life Zhingalala or Pond’s Googly Woogly Wooksh, an audio mnemonic helps in making the communication sticky. We looked at Sanskrit – the great Indian language, on the verge of extinction today, to derive our own audio property - SWAHA ”
“Since we came on board, one of our key tasks has been to revamp the imagery of the group and its portfolio. It’s a challenge, since the core audience, for many brands under the stable, are the masses of India. This TVC not only works for Thermocot, but also ups the imagery for the entire portfolio”. Adds Arunava (Joy) Sengupta, Founder Director, Scarecrow Communications.....

Mukesh Agarwal, Director Rupa, quips, “Unlike the category, Thermocot is designed as thermal wear, which you needn’t necessarily wear inside, you can wear it like a pullover too. The range is so stylish that men would be tempted to flaunt it. The TVC does a fantastic job of communicating this advantage.”

Kapil Tammal, Executive Creative Director, Scarecrow Communications, said, “Getting the look of the film right was critical. The twilight lighting and various background and foreground flare techniques employed by Ayananka Bose, the multi-award-winning DOP of Kites, helped in giving the film a distinct look.”

Sarvesh Raikar, Creative Director, Scarecrow Communications, says, “The alliterative lyrics, describing the various female stereotypes is what makes the track sticky, hummable and clutter-breaking. We are sure, the brand’s competitors are bound to go Swaha.”

Credits:

Creative Team: Manish Bhatt, Raghu Bhat, Kapil Tammal, Sarvesh Raikar, Ankit Dembla

Account Management Team: Arunava Sengupta, Khadija Attarvala

Director: Vishal Manglorekar (Milestone Films)

Music: Rooshin Dalal