LAYER’R SHOT’s new ad with Varun Dhawan tells people to stop being judgemental

The campaign focusing on the youth is conceptualised and executed by Triton Communications

e4m by exchange4media Staff
Updated: Dec 5, 2018 2:10 PM

LAYER’R SHOT has come up with a new campaign featuring actor Varun Dhawan. Ads in the deodorant category often talk about making user sexy and appealing to the opposite gender. LAYER’R SHOT takes a leap from the existing category clutter with its new refreshing thought of ‘Soch Ho Khushboodaar’. The campaign is conceptualised and executed by Triton Communications.  

This campaign revolves around older adults who are judgmental about today’s youth. The brand has used this insight to offer their support to the youth by showing them that the new fragrance just spreads good thoughts and eradicates the negative/judgmental thinking happening around them. The brand launched six new fragrances with this campaign called LAYER’R SHOT MAXX.

LAYER’R SHOT's mother company Adjavis Venture Limited was incorporated in 2013.

Talking about the campaign, Devendra Patel, Managing Director, Adjavis Venture, said, “It was very important to catch the pulse of today’s target audience – the youth and the problems that they face on a regular basis. Triton understood this and captured the solution to this problem in a very humorous and beautiful way. The agency crafted a nice ending thought to the film - LAYER’R SHOT - Soch Ho Khushboodaar and the same was weaved in quite well in the storyline.”

Virendra Saini, Executive Director, Triton Communications, said – LAYER’R SHOT has always been a product for the youth. The product has some amazing fragrances and at a very competitive cost. I feel that this campaign will give the product and the brand, the right push and will create a positive stir in the market where competition is really fierce. Also, Varun Dhawan is a perfect fit for this campaign as this product appeals to the youth and who better than Varun to represent today’s youth and their thinking. The script demanded someone who has humour and also, someone who can bring freshness and liveliness to the brand.”

Jyotsna Parikh, Creative Head, Triton Communications, added, “In the perfume category, it’s all about ‘boy meets girl’, ‘boy gets girl’. We wanted to break away from this mould and still be relevant to the youth. We realised that today’s generation just wants to live and let live but they are constantly judged by society. That’s where ‘gandi soch ki badboo’ originated. By the time we finished the film, it had become a part of everybody’s lingo right from the director to the sound engineer to the editor to the VO artist. We’re sure it’ll pick on with the youth as well.”

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