New Anchor toothpaste TVC walks the fun route

Ogilvy & Mather's new TVC for Anchor toothpaste is based on the proposition "Daant fit toh life hit". The film features a newly wed wife, who decides to make a cake for her husband before he gets home from work. As she twirls around with her creation, it flies off the plate, dents the fridge and breaks the floor tile. When the husband returns, he instantly heads for the hard-as-stone cake, inspite of much restraining. However, he manages to bite into it just fine. The male voiceover explains the product benefits of Anchor and ends by saying, "Daant fit toh life hit".

Sanjay Shah, managing director, Anchor Health & Beauty Care Pvt Ltd, said, "In a market that was slicing the propositions into infinite permutations and combinations, we decided to get back to the basics - strong teeth."

Abhijit Avasthi, national creative director, Ogilvy & Mather, India, explained that the agency's intent was to up the imagery of of the brand by doing away with formulaic advertising. "Neither the client nor we believe that there is a prescribed way of doing communication for oral care products," he said. "Our attempt was to do a nice fun commercial which is entertaining and rooted in a product benefit, set in a relevant context like eating. We believe the proposition of 'Daant fit toh life fit' will ring true with everybody and it’s a platform that is vastly extendable."

WATCH the TVC

Agency: Ogilvy & Mather, Mumbai
Creative team: Abhijit Avasthi, Ashish Naik, Anurag Agnihotri
Account management team: Deepika Tiwari, Shivali Moray, Melvin Dass, Dhrupad Kaplish
Planning team: Kawal Shoor, Neeraj Bassi
Films team: Vikram Bangera, Sameer Viegas
Production house: Corcoise Films
Director: Prasoon Pandey