Tiger Shroff roped in for HE Deodorants’s FCB Ulka campaign

Apart from running on TV channels, the TVC is also being endorsed on social media platforms along with extensions into Print and OOH

e4m by exchange4media Staff
Updated: Nov 25, 2019 4:46 PM
Tiger Shroff

HE Deodorants has released new commercials for ‘HE Magic Duo’ and has roped in actor Tiger Shroff for the same.

Conceptualised by FCB Ulka, Mumbai, the 2-film series draws inspiration from the home of entertainment – Bollywood.

Speaking on the occasion, Harsh Vardhan Agarwal, Director, Emami Ltd. said, “There is an emerging set of consumers who are now using a different fragrance for a different occasion. We were the first to bring a disruption into the market, launching 2 fragrances in 1 pack with our HE Magic Duo to tap into the opportunity. We are now pushing the envelope with the concept of fragrance mixing on this product. HE Magic Duo’s, 2 perfumes have been designed such that when mixed, they complement and create a 3rd fragrance. The FCB team has created a film with the right blend of fun where the story draws on Bollywood analogy and seamlessly show cases the product proposition. The ad with Tiger Shroff in a never before seen avatar is sure to garner attention and excitement.”

Shedding light on brand positioning and essence of the film, Kulvinder Ahluwalia, President, FCB Ulka, Mumbai said, “Partnering with a brand to build clutter-breaking campaigns is the best kind of challenge. The brief for this campaign was a challenging one with HE Magic Duo now having a never heard of before – 3 fragrances in 1 pack. The films draw inspiration from Bollywood and are high on humorous entertainment to drive home this extremely unique, and category-first benefit. This campaign is sure to resonate with the filmlovers across the country, especially the youth.”

On the storytelling aspect, Keigan Pinto, National Creative Director, FCB Ulka said, “HE Magic Duo is a product that is different from conventional deodorants. It has 2 distinct fragrances – and when you mix the two, you get a third distinct fragrance. Creatively speaking, showing 3 fragrances was a challenge. Till we came upon a classic Bollywood dialogue that is folklore now – “Maa, hum ek se do ho gaye.”

The campaign is running successfully on major Hindi, Bengali, Telugu and Kannada TV channels. The TVC is also being endorsed on social media platforms like Facebook, YouTube and Instagram along with extensions into Print/OOH.

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