Siyaram Silk Mills launched its new campaign for the Body Care fabric range, with tennis legend Boris Becker and Ex Miss Asia Pacific Diya Mirza. The new campaign aims at enhancing Siyaram's brand canvas.
The agency for the brand, Percept Advertising Ltd felt the need to associate Body Care with somebody who has an international appeal and healthy outlook. Boris Becker was chosen to Star in the campaign as he is an international icon and exuberates class and style.
Ronnen Chatterjee, the Executive Creative Director at Percept Advertising Limited says, "The whole concept is based on a romantic connect that recognizes international trends while being rooted in Indian values. The Siyaram's mantra 'Come Home to Siyaram's' captures this very spirit."
The film was conceptualized by the Percept creative team and was produced by Percept Picture Company. The commercial, directed by Marlon Rodrigues, is shot in the exotic location of Rajasthan. The cinema edit of the film will be 90 seconds. Edits of 60 seconds and 30 seconds will also be aired at prime time across major channels.
The thematic film is supported by two 20-second demonstration films, which portray the product functionally in trying conditions. The product films will be launched first to build up the benefit being offered by the brand; followed by the thematic film that will reiterate the mother brand's key message.
It is a multimedia campaign, and the television commercials will be supplemented by activity in press, outdoor and other media.