Adani Wilmar, an Indian food and FMCG company, has launched a new TVC titled ‘Ab Chaleyga Khoobsurati Ka Jadoo’ for Alife Soap.
Conceptualized by HCF and directed by renowned film director and ad-filmmaker Rensil D’Silva, the film highlights the unique qualities and benefits of the soap, emphasising the fact that it provides affordable beauty with the best quality ingredients.
Watch the film here:
Commenting on the latest TVC launch campaign, Vineeth Viswambharan, Associate Vice President, Marketing & Sales, Adani Wilmar, said, “Adani Wilmar operates the country’s single largest soap noodles manufacturing facility at its integrated state-of-the-art edible oil refining plant at Mundra, ensuring the best quality raw material for its foray into upstream value-added personal care products with its brand Alife. Alife soap has been rewarded by consumers for its high-quality and affordable price thereby making it more than 150 cr brand in a short span of time.”
“Initially launched in Central & Eastern India, the brand quickly developed a strong following because of its product quality, affordability and unique fragrances. AWL is now in the process of rolling out the Alife soap range pan-India backed with its strong advertising & marketing campaigns, showcasing its proposition of ‘Khoobsurati Ka Jadoo’.” he added.
“Very rarely does one get a script in the beauty category that ticks all the boxes. The Alife script for the latest campaign did that for me. It takes the conventions of the category and turns it in its head while still making as big if not a bigger impact. The idea that one is wide eyed when confronted with a girl whose beauty “comes Alife” through the soap struck a chord with me. And directing the film was a real pleasure,” said, Rensil D’Silva, Director & Film Maker.
The TVC campaign will be extended across digital platforms like YouTube, Instagram and Facebook for maximum visibility. It will also run a BTL campaign across the Central, East and Northern Regions of India, targeting major festivals and ground activations for better brand visibility.