Meridian Communications has launched a new TV campaign for Wild Stone Talc for Men. This is the first time that Wild Stone Talc is using television advertising. (Its range of deodarants already uses TV advertising in a big way).
The campaign tries to convince men that when they use a woman's talc, they will smell like women and therefore will be in situations where they will end up behaving like women. The film shows situations where a man who uses feminine talc is confused for a woman and behaves to act like one. After several embarassing situations, the commercial ends with a plea, "Wild Stone Talc. Use it in the interest of mankind."
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Commenting on the campaign, Krishna Mani, creative director, Meridian Communications said, "Ironically, in a society where the idea of masculinity is deeply entrenched, male grooming is not a common phenomenon. When it comes to talcum powder that is primarily used for its functionality, men tend to use those powders that have been bought by the women in the house. Part of this is because male grooming is still in its early stages of growth.
"We've therefore tried to put the argument that using a woman's talc will make them behave like women, which explains this entire metrosexual phenomenon," he said.
The TVCs recently went on-air across markets in the South and would be supported by campaigns on radio and cinema.
Creative agency: Meridian Communications
Group creative director: Ajay Gahlaut
Creative director (Copy): Krishna Mani
Associate creative director (Art): Pulak Bisht
Vice president - client services: Dip Sengupta
Management supervisor: Abhishek Sen
Account executive: Anahita Brar
Production house: Soda Films
Director: Rajesh Krishnan
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