Top Story

e4m_logo.png

Home >> Advertising >> Article

Ambi Pur unveils its new campaign 'Smelfie Challenge'

30-July-2016
Font Size   16
Ambi Pur unveils its new campaign 'Smelfie Challenge'

Ambi Pur Air Effects, India’s leading aerosol brand rolled out a first-of-its-kind national campaign, in association with the brand ambassador Boman Irani. After the success of the first leg of the campaign last year, ‘Smelly to Smiley’ is back to drive the need to identify household odours and eliminate them. To give the consumers a proof of brand efficacy, the very witty ambassador takes it upon himself by launching India’s first ‘Smelfie’ Challenge, to prove that Ambi Pur does not just mask odours, it eliminates them completely.

 Consumers are invited to click their ‘smelfies’ with what they consider the most difficult household odour to get rid of, and send it to http://bit.ly/2aFfXqb   across the 15 days of the contest. The lucky winners will get entry tickets to Boman Irani’s house party where will he will demonstrate Ambi Pur’s efficacy and eliminate the household odours brought in by winners. Boman is convinced of Ambi Pur’s victory owing to his personal experience. However, he also announces the forfeit in case Ambi Pur doesn’t live up to the challenge: he will change 100 diapers in a nursery!

 Boman Irani, Brand Ambassador, Ambi Pur Air Effects said, “I have been a user of Ambi Pur before I became an endorser. I have realized that whether you like it or not, every home has household odours. There is no shame in that! But I want people to understand the importance of removing these odours. Ambi Pur Air Effects is the solution I swear by, to fight my toughest household odours. Hence, I am challenging the entire country to share their worst odours with us, and Ambi Pur will eliminate them!  I want all households to go from ‘Smelly to Smiley’ with this very interesting ‘Smelfie contest’, and trust Ambi Pur like I do.”

 The campaign conceptualized by Grey Düsseldorf and supported by Grey Mumbai, showcases how the brand ambassador Boman Irani has full faith in Ambi Pur and is now urging people to challenge the brand with their worst household odours. The campaign takes inspiration from the fact that even the cleanest houses can have odours. There is no shame in this, but there is shame in not doing anything about it. Instead of acting upon it, people either ignore the odour, or resort to compensatory behavior like opening windows, incense sticks, etc.

Pooja Ambulkar (Creative Controller - Copy), and Naved Siddiqui (Associate Creative Director - Art), Grey Mumbai, shared, “We have seen the success of the campaign’s first leg last year, and that was great motivation to work on this year’s #SmellyToSmiley campaign. Selfies are gripping people all around us. So, we decided to add an interesting twist to it by linking it back to the Brand and its proposition, by introducing the first-of-its-kind ‘Smelfie’ contest. When the brand ambassador has as much faith in the product as Boman has in Ambi Pur, it just makes the execution that much simpler. Not to forget, Boman’s ever-charming, witty demeanor has made it a very fun campaign for us to work on! “ 

Nidhish Garg, Marketing Manager, Ambi Pur India, said, “We believe that most households today are not even aware of the odours existing in their house, and hence are not taking any action towards getting rid of them. We want the #SmellytoSmiley campaign to be an eye opener for people, urging  them to identify their household odours, and challenge Ambi Pur, to witness for themselves that Air Effects does not just mask odours, but completely eliminates them.”

The unique ‘Smelfie challenge’ is being launched digitally and will be amplified across touch points throughout the duration of the competition of 15 days. The campaign will also be magnified across Twitter and Facebook to invite more and more people to participate and challenge Ambi Pur. Consumers can participate by sharing their ‘Smelfies’’ at: http://bit.ly/2aFfXqb

Link to the video -

Tags Boman Irani Ambi Pur India

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In an exclusive data shared with e4m, Pan Masala/Zarda/Gutkha had the highest jump of 185 per cent in terms of ad volumes in the first 14 matches

Bose, who has a career spanning over two decades, was DNA’s Editor-in-Chief. He has previously been associated with the India Today Group

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compe...