DDB Mudra has come up with a new campaign for Henkel India's detergent, Henko Stain Champion, after it recently enlisted actor Irrfan Khan as its brand ambassador. The first TVC of the ‘Safayi ka Nazariya badlo’ ( change your perception on cleaning ) campaign features Khan. The actor will be seen in a series of ads as a part of the new campaign where he approaches shoppers in super markets across the country and convinces them to change their perception on cleaning as new Henko not only cleans but also removes germs.
Commenting on the new campaign, Jayant Singh, managing director, Henkel India, said, “At Henkel, we believe in understanding our consumers better and developing innovative products to meet their needs. The threat of new diseases and infections is on the rise and hygiene is becoming a big concern. Henko Stain Champion with antibacterial neem not only ensures superior cleaning performance but also kills germs 10 times more than ordinary detergent. The objective of the campaign ‘Safai ka Nazariya badlo’ is to communicate this benefit by creating dissonance in the minds of consumers that “what looks clean might not be germ free”.
On appointing Irrfan Khan as their brand ambassador, Singh, said, “We are extremely happy to have Irrfan Khan on board for this campaign. Our message ‘Safayi ka Nazariya badlo’ is about looking at cleaning in a new way. We believe Irrfan’s style of communication is completely in line with the new and unique perspective on cleaning that Henko Stain Champion is bringing to its consumers.”
The film is shot in a super-market, where it shows a lady looking to buy a detergent. After she picks a detergent, Irrfan Khan steps in asking if the lady will pay the entire amount for it. The lady replies in the affirmative, for which Khan says that she should pay only half as that detergent will only get rid of dirt, not of germs. The voiceover then says, use Henko to get rid of germs and dirt.
WATCH TVC here
Project: Henko Stain Champion- Safayi Ka Nazariya Badlo
Client: Henkel India Ltd
Creative Agency: DDB Mudra
National creative director: Rajeev Raja,
Ad Film Director: Raja Menon
Production House: Maverick Films
Exposure: TV
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