TVC 1: A little boy in school uniform buys an ice cream. Cut two: boy spots an urchin looking longingly at his ice cream. The school kid seats urchin boy down and gives him his ice cream. Super: “The Fabric of Sharing”
TVC 2: Wife drops crockery on floor. Husband who is getting ready for office looks up. Wife is clutching her head evidently in pain. Husband seats her down lovingly and then pours out tea for wife. Husband is on his way to office and discovers a note in his coat pocket. The note reads: “Thanks for being a Wonderful Husband”. Wife standing in the doorway waving goodbye to husband. The scene ends with Super: ‘The Fabric of Care’.
TVC 3: A Little girl in hospital refusing to take medicines from the nurse. A lady doctor walks in and the little girl sitting in the nurse’s arms sees the doctor. The doctor smiles at the little girl and gives her the medicine. She then takes the little kid in her arms and play together. Super: ‘The Fabric of Trust’.
These are the three new television commercials that have been launched on May 15, 2004 by S Kumar’s Nationwide (SKN), the Rs 800-crore plus flagship company of the S Kumar’s Group with the theme ‘The Fabric of India’. The idea of the new media campaign is the company’s need to rejuvenate the S Kumar’s brand.
S Kumar’s, as per claims, is a market leader in the uniforms segment enjoying a marketshare of over 30 per cent and as a brand has always emphasised the traditional Indian values. The slick look and a symphonic background note in the TVC give the brand a contemporary look. Nevertheless, the theme of the TVC emphasises traditional values.
Reflecting on the campaign, Mukul Kasliwal, Director, S Kumar’s Group, said: ‘’The importance of clothes in defining an individual’s character cannot be undermined and in today’s fast-paced life, people seldom go out of their way to make a situation special for the others. It takes an individual with character and certain imbibed traditional values to go that extra mile to spread happiness in the environment surrounding him’’.
He further said, “This ad campaign is an effort to highlight the fact that even in these competitive and professional times, the significance of traditional values, which forms the basis for spreading happiness and joy in life, remains unchallenged.”
The main objective of the company is to identify the S Kumar’s individual as an individual who inculcates traditional Indian values. He or she goes that extra mile and creates special moments for people around him or her.
The 15-20 second TVCs have been created by the communication department of S Kumar’s. It has been conceptualised and executed by Neeraj Pandey and Rajesh Ganguly.
Speaking about the ad concept, Pandey said, "The new ad campaign epitomises its claim of being the fabric of India’’.
Ganguly added: “The film tells us, what an S Kumar’s citizen is all about.”
The ad showcases various situations, each one showing a person dressed in S Kumar’s, embodying the qualities of his or her professional qualities of taking that extra step and going beyond the call of duty.