Nirma has released its latest commercial which takes a fresh look at how the washing powder's effectiveness against dirt and stains.
This new commercial created by Thoughtshop, comes after the underwater ballet and the film projector TVCs which were created by Taproot India. The film was shot in Pushkar, Rajasthan by Amit Sharma from Chrome Pictures.
Vipin Dhyani, founder and creative director, Thoughtshop says, "The Nirma underwater TVC was ready by the time we got this brief. So the challenge was to create a TVC which impacts as much as the underwater TVC, but is able to be produced on a smaller scale and shorter duration."
This TVC moves away from previous Nirma campaigns - no models gyrating in saris, no music - and utilises Nirma's famous jingle as a chant against dirt.
Watch the TVC here
Dhyani says, "The Nirma jingle has been an essential element of Nirma’s brand identity since its initial campaigns. The idea was to use the same in a clutter breaking way. The jingle ‘Washing powder Nirma’ contains all the essential messages that the brand seeks to convey. By altering the way the jingle is used, the brand gets an opportunity to grab the consumer’s attention on every line in the jingle."
The water animation was executed by Frameworks, Singapore.
Creative Director/ Copywriter: Vipin Dhyani
Film director: Amit Sharma
Production house: Chrome Pictures
Director of photography: Manoj Lobo