Nirma gets a refreshing new avataar in latest TVC

Nirma Washing Powder has recently launched a new TVC, that is a refreshingly new take on the brand's existing positioning. The TVC has been created by TapRoot India.

Speaking about the brief given by the client, Santosh Padhi (popularly known as Paddy), CCO, TapRoot India said, "The brief was to reiterate the softer, mood uplifting emotions that Brand Nirma has always stood for since it was launched. Also, we were given the task of breaking new ground with the same old base rather than demolishing it and building a new platform."

Paddy further said that although the new TVC is a one-off project for Nirma, the agency has planned a few more activities with the brand, on a project basis.

Watch the TVC here:

Nirma Washing Powder from Campaign India on Vimeo.

The entire TVC has been shot underwater and for the first couple of seconds, features various women swimming. They are shown to be surrounded by colourful clothes of all types. Right at the end, the signature Nirma jingle begins playing in the background, which is when the viewer realises that the commercial is for Nirma washing powder.

Elaborating on the consumer insight that inspired the advertisement, Paddy said, "The Nirma template is something that several generations have grown up with. The idea was to build on the existing TG, not exchange TGs. It’s the comfort of the familiar in an engaging new avatar."

"The original Nirma commercial has iconic status in Indian advertising. It is still very dear to a large section of the Indian middle class. Quite clearly the objective was to contemporise and refresh the core of the brand without eroding its basic essence of simplicity, sincerity and joyful upliftment," he added.

The commercial has been conceptualised by TapRoot India. It has been directed by Shantanu Bagchi of Illusion Films.