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Marico adopts humour route in telly commercial for Silk-n-Shine

Marico adopts humour route in telly commercial for Silk-n-Shine

Author | Malini Menon | Monday, Oct 04,2004 7:16 AM

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Marico adopts humour route in telly commercial for Silk-n-Shine

Marico Industries has its new commercial lined up for Silk-n-Shine, the post hair wash conditioner brand. The new campaign, which gives a humorous twist to the fairy tale fable of the frog prince, is an attempt to connect to the youth in a more enticing manner.

But what’s really unconventional about the commercial is the fact that unlike most advertisers who launch a new commercial first on the small screen, Marico is using Internet as the first medium of communication. Yahoo! India, the leading online portal, will host the Internet premiere. However, the TVC will go on air on September 26 on leading channels.

Dwelling on the commercial, Sameer Satpathy, Brand Manager, Marico Industries, said: “In a category where most ads are trying to break the clutter and draw the youth’s attention, the new commercial will certainly draw top-of-the-mind recall. The funky fairytale imagery with strong characterisation, the foot-tapping background music and the element of humour will certainly connect with the youth.”

The creative team from Ambience Publicis has conceptualised the commercial. Rohit Malkhani and Sameer Desai under the tutelage of Elsie Nanji and under the direction of Ram Madhavani of Equinox Films, created the new TVC. The telly commercial has been shot in a funky ‘Bombay Dreams’ like setting.

The film opens with a princess sitting by the pool languidly when a frog jumps on her hand. The princess kisses the frog and not surprisingly a prince emerges. The moment the prince touches her hair he expresses wrath over the tangled lot and converts himself to a frog. Then the princess applies Silk-n-Shine and voila, she turns beautiful. The frog appears again but this time the princess hurls it into a snake basket. The commercial ends with the line: ‘Uljhan ka happy ending’, signifying the brand that stands for a carefree, independent woman.

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