Godrej SaraLee’ popular brand Brylcreem is out to ‘democratise style’ in a new TVC featuring M S Dhoni. The TVC, which broke across channels on January 20, 2008, stresses that ‘Style is for everyone’. JWT is the agency behind the campaign, which has been created by its National Creative Head Agnelo Dias.
The TVC has been directed by Rajesh Sathi, and Kaeroscene Films is the production house.
Tarun Arora, Vice-President, Marketing, Godrej SaraLee, said, “More and more youths are aspiring to look good like never before. Today, looking good is no more associated with the upper end of the society. Look good products have established a position across all socio-economic strata. With growing urban affluence and the need to look good, male grooming products are finding more and more takers. Many supermarkets have gone ahead and established male grooming sections in their stores – something that has been a trend in the West so far. Brylcreem spotted this trend way in advance and has created the new campaign that a commonman can relate to.”
“Brylcreem gel is equal to styling and style is for everyone across different sections of the society,” Arora added.
Dias said, “The brief we got from the client was to project Brylcreem gel as a product for the masses. We were told to showcase Dhoni as a real life character. We have brought in democratisation of style through this campaign. The easiest shortcut to style is gel, which is easy to apply and fast to apply. It has become the signature shortcut to style. We wanted to portray that style is not restricted to the rich and that it belongs to all classes.”
The TVC shows Dhoni returning to his hometown sporting a new look. But before he reaches his destination he decides to tone down his style, thinking “Style karenge, toh log kya kahenge, ki shehar se aaye hain”. As he walks through his hometown, he comes across a person on a tractor, who is sporting a more elaborate hairstyle that himself. He encounters other people, too, who are all very style conscious and everyone is sporting a gelled and well-groomed look. Dhoni shakes his head and says “Sab kuch kitna badal gaya hain”. Once home, he meets his uncle, who, too, has changed his looks. By showing people from all walks of life using Brylgreem gel, the TVC gets across it message ‘Style for everyone’ quite effectively.
Commenting on his association with the brand, Dhoni said, “I am very excited to be associated with Brylcreem’s new campaign, which has given me a complete makeover, and the new spike look is excellent. I see a lot of style statements all across the country be it Mumbai or Ranchi, and I could relate to the campaign.”