After the spectacular underwater ballet TVC, Nirma recently rolled out a new TVC wherein a housewife chants away a puddle of dirt which is about to come her way.
Created by Vipin Dhayni, Founder & Creative Director, Thoughtshop the commercial ended up being a time consuming affair as the water animation took almost a month to be ready and was done at Frameworks, Singapore. The campaign was shot by Amit Sharma of Chrome Pictures over a period of two days at Pushkar in Rajasthan. Directed by Amit Sharma, and produced by Chrome Pictures the campaign was released across news and entertainment channels on January 2, 2010. The OOH and theatre campaigns are slated to be aired by January-end.
Dhayni explained, “The challenge was to create a TVC that created as much impact as the underwater TVC, but was made on a smaller scale and was of shorter duration. The Nirma jingle has been an essential element of Nirma’s brand identity since its initial campaigns, and the idea was to use the same in a clutter breaking way. The jingle ‘Washing powder Nirma’ contains all the essential messages that the brand seeks to convey. By altering the way the jingle is used, the brand gets an opportunity to grab the consumer’s attention on every line in the jingle.”
“The TVC shows a house getting splashed by a puddle. The lady then starts chanting the ‘Washing powder Nirma’ jingle and is able to subdue the puddle. It is shown that you can control the dirt if you use Nirma. The Nirma jingle has been highlighted in a bold fashion and each word creates an impact”, he added.
Manan Soni, Director, Purnima Advertising, said, “The brief we gave to Thoughtshop was to come up with a communication that would create an impact and use the old jingle in a different way and break through the clutter.”