Set Wet reviews the ‘Thoda Zyada Ho Gaya’ year with its 2021 campaign
Set Wet, Marico’s male grooming and hairstyling brand, is concluding the year in style with a brand new digital campaign, 2021 Unwrapped, for its Zyada Sexy range of products. Featuring Instagram sensation Ronit Ashra, the campaign revisits the most notable events across sports, Bollywood, finance, politics, and news to reflect upon a year that was even more unpredictable than 2020.
Conceptualised by Hyper Connect Communications, the video sets the events that made the headlines to quirky tune and lyrics, punctuated by the catchy refrain of Thoda Zyada Ho Gaya. Ronit Ashra, who gained popularity on Instagram for his spot-on impressions of celebrities and public figures, replays key moments such as Neeraj Chopra’s Olympic gold, the #VicKat wedding, Bill and Melinda Gates’ divorce, the travails of India’s men cricket team, the rise of cryptocurrencies, and Tesla’s India entry. With everythingThoda Zyda this year, Set Wet’s extended range of premium products also became Zyada sexy with fibre wax, pomade, hair spray, clay wax, and mousse crème making the Indian man zyada sexy!
Speaking on the launch, Koshy George, Chief Marketing Officer, Marico Limited said, “2021 was unexpected in a lot of ways for a lot of people – and the 2021 Unwrapped campaign reflects just that. The memorable Set Wet Signature tune, along with the hilarious antics of Ronit Ashra, make for the perfect year-end anthem that will gain good traction with India’s digitally-native millennials and GenZers. We are confident that this shareable campaign will drive good engagement and raise more awareness for Set Wet’s Zyada Sexy range.”
The campaign idea of “2020 tak to theek tha, 2021 mein Thoda Zayda Ho Gaya” hits bulls eye with the current mindset of the people and takes a leap with a sticky rap that sums up the big moments of the year. To add Zyada quirk to the idea Set Wet has featured Instagram sensation @ronit.ashra who is famous for mimicking celebs and dressing up like them in a quirky way. Ronit is the perfect fit for the campaign as he plays the characters of people making news in 2021 and mesmerising everyone with his mimics and expressions, added Kiran Khadke, Co-founder, Hyper Connect.
- Digital Agency – Hyper Connect Communications
- Account Head – Ankur Pujari
- Creative Head – Kiran Khadke
- ECD - Neh Rathi
- Account Management – Kartik Nikam
- Social Media – Twinkle Bhatia, Bhavika Gulrajani
- Talent Agency – TheGirlfriendBox
- Production Company – Digital Drama Company
- Music Production – Woodstock Studios