Marico has rolled out a campaign for its men's grooming brand Set Wet. The campaign consists of a film conceptualised by Taproot Dentsu which features brand ambassador and actor Ranveer Singh.
It opens with Singh in a caveman avatar. He looks to impress his friends by protecting them from a sabre-tooth cat and then a tree falling due to extreme weather conditions. Then enters Singh from today's day and age who states that even he does put in effort for his cool portrayal and applies a bit of Set Wet to his hair.
Koshy George, chief marketing officer, Marico, said, "As a youth centered brand, Set Wet has always strived to echo the mind-set of our consumers. Today’s generation has prided themselves on finding the best and most unique solution to their problems, and we aimed to take that ideal, a step further with this new campaign. Together with the iconic and beloved Ranveer Singh, this campaign elaborates on the resourcefulness, uniqueness, creativity, and cheeky nature of our consumers, showing how they can be the sexiest version of themselves.”
Ayesha Ghosh, CEO, Taproot Dentsu, added, "A brand whose baseline is Sada Sexy Raho (stay sexy always) and whose brand ambassador is a livewire, usually means that campaign development is a rollicking ride, all the hard work notwithstanding. Add to that, team Set Wet were just as keen as us to break the mould of the conventional grooming product ad. Once Yogesh Rijhwani, the ECD who conceptualised this ad, landed the prehistoric man comparison, Ranveer's flair for pulling off unexpected characters and director Rajiv Rao's effortless style of storytelling took the idea to the next level."
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