Marico International Group, Bangladesh has launched a new TVC for their beauty soap brand Camelia, which was launched in Bangladesh last year. The account is being handled by Bates, Kolkata.
The challenge before Bates was to give Camelia a distinct positioning and communicate to its target audience, female users in the age group of 20-30 years, about the goodness of the vitamin E enriched soap brand.
“In our attempt to differentiate it from Lux, we have taken the platform of a soap that keeps you looking / feeling youthful,” explained Abeer Chakravarty, Senior Vice-President, Bates, Kolkata.
In the TVC, the Camelia woman happens to be a schoolteacher who has taken the children for a picnic, when suddenly it begins to rain. This dampens the spirits of the children and to cheer them up, the young at heart teacher runs out in the rain and breaks into a dance.
The film has been directed by Pradeep Sarkar, while Shantanu Moitra has composed the music, both of ‘Parineeta’ fame. The background song, which is a modernised version of the evergreen Bengali refrain of ‘Sohag chand badani dhani, nachoto dekhi’, has been rendered by popular playback singer Shreya Ghosal.
The 60-second TVC in Bengali is already on air.