Taproot's Z talc TVC focuses on meterosexual men!

Taproot India has come up with a  TVC whose prime focus is on the meterosexual man. The TVC has been created for one of its brands called ‘Z talc’.Z talc is a product of Argus Cosmetics, the manufacturers of a range of personal care products.Z Magnetism talc was launched for men in April 1992 to cater to the personal healthcare needs of men.

 

Sundar, Managing Director, Argus Cosmetics Pvt Ltd has said that,“Our strategy at the time of launch was to create premium cosmetics for the discerning male consumer.”“Magnetism for Men”, is our endeavor to build on this strategy, and offer more personal care products for upwardly mobile men.” He explains how it has become a common phenomenon  for men today to go to parlours for a facial.

 

Since 1992,  Magnetism for Men has built a formidable distribution for  products under the “Z” banner.At present, the talc is available in 5.30 lakh outlets which is a mature distribution by any standards. The TVC aims at accelerating the growth of the product as well as at creating a strong brand. Sundar also adds that,”So far,our growth has come from building distribution, we now want to create heightened awareness and pull for the brand “Z”.Thus,the TVC has been designed to create a brand identity.

 

Santosh Padhi, Chief Creative Officer, Taproot India,states that,”The positioning “Magnetism for Men” was carved on the brand 2 decades back, since than they have been using it in the retail space, hence we too decided to take the same positioning forward.The brand name “Z” sounds very international, strategically we decided to keep the perception of it being a international brand hence the whole treatment of the film is very international.”

 

The TVC is currently being aired in Maharashtra and Andhra Pradesh,but will be aired in the whole country soon.

 

“With the business growth plans in place, the attempt was to consolidate the current market and look to engage with the fence sitter in the future markets.And the overall exercise was to refresh the brand without losing its essence and present it in an alpha avatar that reflect today’s consumer aspirations and their lifestyles,” says Manan Mehta,Managing Partner,Taproot India.

 

 Razneesh Ghai (film director)asserts how the effect of the film would have been tricky considering the sensitive nature of its content but the creative team managed to pull of the concept quite aesthetically  adding that there is a lot for the consumer to take away from the experience as the product has a magnetic effect on him.

 

 

 

 

AGENCY: TAPROOT INDIA

CREATIVE DIRECTOR: SANTOSH PADHI, AGNELLO DIAS

WRITER: SANTOSH PADHI

CLIENT SERVICING: MANAN MENTA

DIRECTOR: RAZNEESH GHAI PRODUCER: ANJU VASWANI

ASSOCIATE PRODUCER: BHAVNA SINGH

DOP: KAVIN JAGTIANI

MUSIC DIRECTOR: DHRUV GHANEKAR

EDITOR:JAY CHANDRAN

POST PRODUCTION STUDIO: PRIME FOCUS