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Ambi Pur unveils its new campaign 'Smelfie Challenge'

30-July-2016
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Ambi Pur unveils its new campaign 'Smelfie Challenge'

Ambi Pur Air Effects, India’s leading aerosol brand rolled out a first-of-its-kind national campaign, in association with the brand ambassador Boman Irani. After the success of the first leg of the campaign last year, ‘Smelly to Smiley’ is back to drive the need to identify household odours and eliminate them. To give the consumers a proof of brand efficacy, the very witty ambassador takes it upon himself by launching India’s first ‘Smelfie’ Challenge, to prove that Ambi Pur does not just mask odours, it eliminates them completely.

 Consumers are invited to click their ‘smelfies’ with what they consider the most difficult household odour to get rid of, and send it to http://bit.ly/2aFfXqb   across the 15 days of the contest. The lucky winners will get entry tickets to Boman Irani’s house party where will he will demonstrate Ambi Pur’s efficacy and eliminate the household odours brought in by winners. Boman is convinced of Ambi Pur’s victory owing to his personal experience. However, he also announces the forfeit in case Ambi Pur doesn’t live up to the challenge: he will change 100 diapers in a nursery!

 Boman Irani, Brand Ambassador, Ambi Pur Air Effects said, “I have been a user of Ambi Pur before I became an endorser. I have realized that whether you like it or not, every home has household odours. There is no shame in that! But I want people to understand the importance of removing these odours. Ambi Pur Air Effects is the solution I swear by, to fight my toughest household odours. Hence, I am challenging the entire country to share their worst odours with us, and Ambi Pur will eliminate them!  I want all households to go from ‘Smelly to Smiley’ with this very interesting ‘Smelfie contest’, and trust Ambi Pur like I do.”

 The campaign conceptualized by Grey Düsseldorf and supported by Grey Mumbai, showcases how the brand ambassador Boman Irani has full faith in Ambi Pur and is now urging people to challenge the brand with their worst household odours. The campaign takes inspiration from the fact that even the cleanest houses can have odours. There is no shame in this, but there is shame in not doing anything about it. Instead of acting upon it, people either ignore the odour, or resort to compensatory behavior like opening windows, incense sticks, etc.

Pooja Ambulkar (Creative Controller - Copy), and Naved Siddiqui (Associate Creative Director - Art), Grey Mumbai, shared, “We have seen the success of the campaign’s first leg last year, and that was great motivation to work on this year’s #SmellyToSmiley campaign. Selfies are gripping people all around us. So, we decided to add an interesting twist to it by linking it back to the Brand and its proposition, by introducing the first-of-its-kind ‘Smelfie’ contest. When the brand ambassador has as much faith in the product as Boman has in Ambi Pur, it just makes the execution that much simpler. Not to forget, Boman’s ever-charming, witty demeanor has made it a very fun campaign for us to work on! “ 

Nidhish Garg, Marketing Manager, Ambi Pur India, said, “We believe that most households today are not even aware of the odours existing in their house, and hence are not taking any action towards getting rid of them. We want the #SmellytoSmiley campaign to be an eye opener for people, urging  them to identify their household odours, and challenge Ambi Pur, to witness for themselves that Air Effects does not just mask odours, but completely eliminates them.”

The unique ‘Smelfie challenge’ is being launched digitally and will be amplified across touch points throughout the duration of the competition of 15 days. The campaign will also be magnified across Twitter and Facebook to invite more and more people to participate and challenge Ambi Pur. Consumers can participate by sharing their ‘Smelfies’’ at: http://bit.ly/2aFfXqb

Link to the video -

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.