Homecare giant 3M has launched a campaign to re-introduce a brand of scrub pad in India that the company claims wields the cleaning power of stain cutters.
In a campaign created by Grey Bangalore for Scotch-Brite, a woman doing the washing up is paid a visit by passing elderly man who asks for a drink of water. Her generosity is duly rewarded as the old man then transforms into a divine being and pleased with the woman’s generosity of spirit, asks her what boon she’d like. The woman wishes for long life. But while granting the boon, the divine being gets distracted and the ray of light from his palm instead hits the scrub pad near her, the scrub pad turning into Scotch-Brite scrub pad – with really long life.
The brand promise is signed off with ‘Naya Scotch-Brite Scrub Pad. Lamba Chale’.
Ram Jayaraman, Executive Creative Director, Grey Group Bangalore, commented, “Scotch-Brite Scrub Pad is not just the category leader, but is the category itself. It’s the only scrub pad with stain cutters – innovative Alox particles that treat dirt like dirt. This pad lasts so much longer than other me-too green pads that it feels like a divine miracle. The film is a respectful – albeit entertaining – attempt to demystify the legend.”
Sanjit Satapathy, Country Business Leader, Consumer Business Group, 3M, added here, “We have a superior product. Scotch-Brite Scrub Pad, with stain cutters and unique s-shape, has a really long life. We needed an interesting way to communicate this benefit and our agency, Grey, brought this out quite beautifully with their funny, quirky script that all of us liked. The result – a very interesting TVC communicating the product benefit in a way that is unique to this category.”
Dheeraj Sinha, chief strategy officer of Grey South and Southeast Asia commented: “The focus of the communication is on the benefit of long lasting. This is possible because of 3M’s superior technology. But we are talking about a low-involvement category, hence the attempt is to deliver the message in an interesting way. We wanted to take the narrative out of the drudgery of the kitchen sink, where most of the current category communication resides.”
Credits:
Agency: GREY Group, Bangalore
Creative:
Executive Creative Director: Ram Jayaraman
Senior Creative Director: Mark Flory
Account Management:
Vice President & Business Head: Vishal Ahluwalia
AVP & Director Client Services: Amarendra Singh
Sr. Account Executive: Varun C
Account Planning:
AVP & Director Planning: Ajay Ravindran
Senior Planning Manager: Barsha Chakraborty
Films Team:
Sr. Vice President – Films: Samir Chadha
Director – Films: Sharad Shinde
Production House:Like Minded People
Director: Piyush Raghani
Executive Producer: Ruchi Mehta
Producer: Puneet Bhatia
Music: Sameeruddin
Lyricist: Swanand Kirkire
Singer: Hamsika Iyer
Client Team:
Country Business Leader, 3M Consumer Business Group: Sanjit Satapathy
Group Marketing Head, 3M Consumer Business Group: Siddhesh Borkar
Group Product Manager, 3M Homecare: Srinivasan MS
