He has been dubbed a villain and a learned man, simultaneously. Ravana, the 10-headed king of Lanka still speaks across ages, albeit on TV screens in the new Emami Mentho Plus Balm TVC.
Lankeshwar’s 10-heads become a fitting ‘platform’ to get the point across that Emami Mentho Plus Balm provides relief to headaches, no matter how severe, without side effects.
Mohan Goenka, Director, Emami Group, explained, “Ravana is our ‘brand ambassador’ and we feel that with him, we can highlight the message that the brand wants to convey. The effectiveness of the balm is brought out well by using the character of Ravana with 10 heads.”
He further said, “Mentho Plus Balm is a specialist pain reliever and it has been prepared by the active collaboration between scientists and ayurvedic experts. The brief given to the agency was that the fact that it has ayurvedic properties and yet can be very effective must be aptly communicated.”
Situations, a Mumbai-based agency, is handling the brand and has conceptualised the TVC. The film has been produced by Off Spring and directed by Prahlad Kakkar.
The TVC, which broke on July 21, shows Ravana in a bad mood suffering from a terrible headache, multiplied by the fact that he has 10 heads. He is all decked up in battle gear and some pretty women come to apply ‘tika’ to wish him victory and long life, etc. The King of Lanka roars whether there is any ‘tika’ to give him relief from his headache. So the wise men prepare an ayurvedic preparation for him in the form of the Emami Mentho Plus Blam, which gives him instant relief. Ravana is ready for battle – and here comes the twist in the tale. His ‘battlefield’ is not some hilly terrain, but the cricket ground as the concluding shot shows him carry a bat and taking position.
Interestingly, unlike the other Emami brands which have Bollywood personalities as brand ambassadors, Mentho Plus has always had Ravana as brand ambassador.