Mumbai: The third edition of the AmbiPur’s Smelly to Smiley campaign focuses on yet another very relevant odour issue – the problem of the lingering monsoon odour those plagues all Indian households during the season. While monsoons have always stood for happy, fun times, growing up brings us face-to-face with monsoon-related issues. Akin to the advertisement format that has become synonymous to AmbiPur, the new TVC is a real-life experiment at a real consumer’s home, where a unique sensorial challenge is conducted. After all, how often would you come across people with blind folds and pegs on their noses?
This interesting play on the senses reveals that a home, which may look immaculately clean, may, in reality, be perceived as unclean because it is doused with the damp monsoon odour. This TVC, conceptualized by Grey Group, features Brand Ambassador BomanIrani who presents a reality check in context to the damp, lingering odours that specially torment during monsoons. Launching nationally on August 03, the TVC positions the New and Improved AmbiPur, with odour-clear technology, as the perfect solution to restore freshness to your favorite season.
The recently released findings from a survey conducted by AC Nielsen, commissioned by AmbiPur, unearthed the extent of suffering that these damp, musty odours impose on all of us. In fact, 9 out of every 10* women felt that monsoons bring issues within the household such as drying clothes inside, that lead to a musty damp odour.
Nidhish Garg, Brand Manager, P&G Home Care India, comments: “To drive awareness regarding the New & Improved Ambi Pur with patented odour-clear technology, we have launched the 3rd leg of the very popular Smelly to Smiley campaign. The brand stays with its ideology of putting the product to torture tests against relevant odour issues, and this time we take on the musty odour that all Indians face during monsoons. The TVC captures live reaction of a consumer who experiences the monsoon odour when visiting a friend’s home that looks perfectly clean. The same consumer sees Ambi Pur in action and how it completely eliminates the monsoon odour as opposed to temporarily concealing it with a fragrance. This format of communicating with our consumers through live experiments helps in building brand salience and credibility.”
Ambi Pur’s Brand Ambassador, Boman Irani further adds, “Monsoon is my favourite season but we all know the challenges that come with it, right from drying clothes inside to the rigorous cleaning regime. The new TVC shows that the house that looks clean may not actually smell clean due to the overwhelming moisture-heavy air giving out a feeling of lack of hygiene. It is always fun shooting for Ambi Pur ads, as well as extremely reassuring to witness the brand live up to toughest home odours in live experiments, year on year! This time too, AmbiPur in its new avatar, truly eliminated the musty monsoon odour. So, it’s time to stop being enslaved by this moldy smelland refresh your monsoons with Ambi Pur.”
P&G has created a trademarked ‘Odour-clear technology’, which has been brought to India in July. The new technology fights odour at a molecular level, neutralizing it completely, and leaving behind a subtle fragrance, thus truly eliminating all tough odours.
Lead Creative Agency: GREY Düsseldorf
Local Support: GREY Mumbai
Production House: Casta Diva Pictures, Mumbai