Nirma has rolled out a film for its Advance range of detergent powder. The TVC has been conceptualised by Boing! and features Bollywood actor Hrithik Roshan.
Roshan walks into a party with a drink in hand, exchanging glances with a young woman. A child bangs into him, spilling drink on his T-shirt. He looks embarrassed and gestures to the lady that he'll be back. He walks into a restroom to see a young boy with the same problem. Roshan spots a pack of Nirma Advance and asks the child to pass it. The duo engage in a dance-off before taking off their T-shirts to wash them with Nirma Advance. Roshan introduces the 'new Nirma Advance that gets rid of the new generation of stains with ease.' The two are back in their T-shirts, devoid of the stains. The woman Roshan exchanged glances with enters the room, with a stain on her clothes.
The film went live on YouTube on 12 December 2016. Besides TV, the campaign will have outdoor and digital legs.
Creative agency: Boing!
Founder and creative partner (Boing!) Sunila Karir
Creative mentor: Anand Karir
Creative team: Anand Karir, Sunila Karir
Digital agency: Purnima
Business director: Manan Soni
Production house: Asylum Films
Choreography: Ganesh Hegde
Music: Gourav Dasgupta
(Amended at 09:30 hours on 15 December to credit Boing! as the agency which conceptualised the film.)