Campaign India Team
Jul 07, 2014

Air Wick Freshmatic promises to turn on romance

Watch the ad films conceptualised by Nitesh Tiwari here

Air Wick, a player in the air care category, has launched a TV campaign for its room freshener brand Air Wick Freshmatic.
The commercial features a young couple at home. As the man throws his dirty sock on the sofa, his wife looks on disapprovingly. But she doesn't get angry, as the fragrance of Air Wick calms her down, and gets them both feeling romantic. When the man is waiting impatiently for his wife to get ready, he doesn’t get annoyed. Again, because of the fragrance of Air Wick. The film ends with the voice over introducing Air Wick's fragrance and says 'Air Wick ki fragrance ghar ke kone kone mein romance jagaye rakhe' (Air Wick’s fragrance keeps the romance alive in every corner of the house).

Nitesh Tiwari, who has scripted and directed the films said, “In the new TV commercial from Air Wick, we have captured real life situations which can cause stress amongst the couple. One must not let the romance from the daily lives fizzle out and the daily nit-picks to turn into mood spoilers. Fragrance can play a crucial role in uplifting the mood and overcoming the daily stress. I am sure most of the couples watching the TVC will be able to relate to it.”
Nitish Kapoor, general manager, RB India, said, “Air Care as a category is evolving in India and Air Wick is amongst the top players. Through our new TV commercial we have focused on building relevance through real life situations. Air Wick, with its extensive range of offerings across formats, aims to bring alive the romance and sparkle in the lives of young couples.”
Client: Air Wick
Direction and script: Nitesh Tiwari
Creative consultant: Aniruddha Banerjee
Creative head: Air Wick Brand Team
Production house: Opticus Inc


Campaign India

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