Lia Agarbatti introduced its three-film campaign titled ‘Abhi bhi hai’ with a humorous twist. The campaign has been conceptualised by creative agency Cut the Crap.
As they head to Chinki’s home after a racket game, her friend keeps asking if her dog is home because he is terrified of it. They enter the home, and even as the boy keeps seeking reassurances from Chinki that the dog is not home, she takes a deep breath and says, “Hai. Abhi bhi hai” (It is still there). As his worry soars, she adds that the fragrance of the incense stick she had lit in the morning is still there.
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In the second film, a customer is seeking a discount on the room rent at a hotel and even as the receptionist assures him that the discounts were applicable only in the off season, a hotel employee chimes in, “Abhi bhi hai” (it is still there), only to explain that the fragrance of the incense stick is still there. The third film has a mother-in-law berating her daughter-in-law for an action of hers, accusing her she did it because of malice in her heart. To this, the daughter-in-law takes in a deep breath and laughs saying, “Abhi bhi hai,” only she is talking about the fragrance of the incense stick.
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