Dermi Cool Pricky Heat Powder has broken its TVC recently. The challenge was to break the identity of Dermi Cool PHP as a powder to overcome summer suffering. And to appeal to a young crowd, it was important to make the film young, fresh and interesting with imagery that is happy and aspirational. Mudra Ahmedabad has conceptualised the TVC.
The TVC shows a young girl thoroughly enjoying herself under a beautiful waterfall. Just then a hand comes and taps her on her shoulder – one sees that she is actually in a deserted land, standing under a small, rusty water tank. The little water trickling from the tank in peak summer is enough to take her on a flight of fantasy under a waterfall.
Similarly, a head-dip in a small bucket is enough for a young man standing in the scorching summer to imagine that he is taking a dip in a cool, refreshing river. And a sip of ice-gola on a hot day is enough for a small kid to think that he is relaxing inside a tub full of ice cubes.
These are all fantasies, but the message is that with Dermi Cool PHP, these fantasies can be transformed into reality. Basically, the visual imagery is meant to create the feeling that “why just dream about coolness when you can actually own it”.
Dermi Cool PHP is one of the most popular talcum brands from the house of Paras Pharmaceuticals. The peculiar jingle (sung by Kailash kher) in a sufiyana style has helped achieve a very high recall value for the brand.
Mudra Creative Director Vipin Dhyani said, “Our biggest challenge was to beat our very own jingle which had created an imagery for Dermi Cool prickly heat powder in the market. But our advertising objective was to take Dermi Cool beyond the prickly heat positioning. So we took this ‘freshness’ platform to attract a wider audience by positioning Dermi Cool PHP as a powder which gives cooling freshness. The insight in the commercial is that you crave for cooling in summer.”
Dhyani said, “We released the TVC last week on Sahara One, NDTV, Zee, Star Plus, Channel V, MTV, etc. We are developing radio spots which will hit the air soon. We are doing point of sales in some chemist shops and grocery stores.”