Pepsodent has brought out a new commercial for its gum-care variant Pepsodent G. The TVC features Shah Rukh Khan in the avatar of a Sikh army man, addressed by his son, Pappu G, as 'Pappa G'.
The TVC produced by Bang Bang Films shows a kid (Pappu G) who is asking his father (Khan) why his friend, Vicky's gums were bleeding after he ate an apple. To this Khan explains to him how Vicky's toothpaste must be working only on the teeth and not on the gums by metaphorically relating them to a tree and its roots. Pappu G understands the concept of strong roots/gums and happily agrees to brush his teeth with Pepsodent G.
Talking about the campaign idea, Arun Iyer, national creative director, Lowe Lintas, said, "The idea of using a 'Pappa G' came from the fact that the product itself is called Pepsodent 'G'. We thought we could bring something refreshing in the format to create a presentation that can break a bit of clutter."
Agency: Lowe Lintas
National creative director: Arun Iyer
Group creative director: Ramkrishna Gopi Yadav
Creative director: AP Zeth
Copywriter: Aarti Srinivasan
Art director: Irfana Biviji
Client servicing: Anaheeta Goenka, Vandana Joshi, Shantelle Dsouza, Rumi Ambastha
Agency producer: Renuka Koul
Production company: Bang Bang Films
Director: Sebastián Alfie
Director of photography: Anoop Jotwani
Production: Roopak Saluja, Kirk Dias, Varun Mohta, Payal Arora, Pooja Talwar
Assistant directors: Abhijeet Chhabra, Okeef Attari & Jatin Shah
Editors: Sajid Shaikh, Nikhil Chalam & Niket Sharma
Post production managers: Okeef Attari, Sachin Amberkar
Post production: Pixion (Mumbai)
Music: Mickey McCleary
Wardrobe: Sanjana Shah, Shrushti Donde, Shiraz Siddique