Campaign India Team
Dec 14, 2016

Nirma Advance moves to new beat with Hrithik Roshan, promises to take on 'new generation' stains

Watch the ad film conceptualised by Boing! here

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
Director: Razy
Choreography: Ganesh Hegde
Music: Gourav Dasgupta
(Amended at 09:30 hours on 15 December to credit Boing! as the agency which conceptualised the film.)


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