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Ad Review: The Kareena-Hirani-3 Idiots cool combo effect for Emami

17-April-2010
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Ad Review: The Kareena-Hirani-3 Idiots cool combo effect for Emami

Showing skin ailments in ads are always a put-off, but when one features Kareena Kapoor’s star power, even a product like prickly heat powder gets a glamourous touch. The new TVC for Emami Boroplus prickly heat powder also gets the Rajkumar Hirani touch, who weaves in some ‘3 Idiots’ humour and places it alongside the utility of the prickly heat powder.

Client: Emami
Brand: Boroplus Prickly Heat powder
Agency: In-house
Medium: Television

The Brief:

The idea behind making a young and playful ad of this kind was to connect the audience with the pain of scorching heat in a more light-hearted way and how one can stay away from it through the cooling effect of Emami Boroplus prickly heat powder.

Commenting on the TVC, Harsh V Agarwal, Director, Emami Group of Companies, said, “We genuinely feel that the TVC will have a great emotional connect with consumers and hugely enhance the brand’s equity. The TVC is a serious take, but shown in a very gleeful and comic manner on the cruelty of summer months that fosters itches and rashes all over the body, and finally being cured by the use of Boroplus Prickly Heat Powder. We feel confident that riding on the directorial marvel of Mr Hirani, we will effectively post our message to the masses, especially the children, who are the worst sufferers of the sweltering summer heat. It’s a fun-filled ad-film that aims at taking the message of Boroplus Prickly Heat Powder through the medium of education.”

The Execution:

Keeping the feel of ‘All izz well’ alive, the ad has been shot with some cute looking kids and the lead actress in the Bollywood hit ‘3 Idiots’, Kareena Kapoor. Usage of pastel colours, similar to the shades of the powder packaging, in the background as well as in the dresses of all the characters, form the core of the overall look of the 55-second ad film. The ad film has been produced by Canvas Films, Mumbai, while singer Shreya Ghoshal has sung the theme song.

The Final Product:

Kareena, the vivacious teacher, asks her young students to repeat the popular ‘All izz well’ step (from ‘3 Idiots’) that she had made them learn, but to her dismay, the kids start scratching their shoulder instead of the iconic ‘butt chairs’. Kareena interrupts and asks them to do it correctly, but they ask her that when they feel itchy on their shoulders, how can they scratch below. ‘All izz not well’ remarks the teacher and an image of Boroplus Ice prickly heat powder breaks in with a voice-over commentary of its advantages and effects. They all then get an icy dose of the powder and sing along ‘Ab all izz well’ with a twist in the signature step, taking their hands on their shoulders instead of hearts.

Trump Card:

We rate it 7 out 10.

Xpert Comments

“The ad is simple. Makes the point loud and clear. And the reference to ‘3 Idiots’ will increase likeability. So, it works in my books,” said Rahul Jauhari, NCD, Pickle Lintas.

Our Take:

We believe, after being a super duper hit, ‘3 Idiots’ would work in any form now. Be it in a way to preach the parents and professors of today, to reaching out to the youngsters and inspiring them to live their lives and not just survive, or a sweet little theme-based ad-film of this sort. The lyrics of the song are replaced well to punch in the product name and theme. Sounds okay, looks fine… and the venue of the shoot seems to be or is similar to the last scene of another Aamir Khan-starrer ‘Taare Zameen Par’, just an observation.

Kareena adds to the cheerfulness of the whole scene with her infectious smile and kids are seen having a fun time. All in all, a good looking, fun ad.

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