Amul, the brand of innerwear and thermalwear, has rolled out a film for its Bodywarmer as winter sets in. The film has been conceptualised by Madison BMB.
The film opens on a winter night and features a couple at home. It is snowing outside. The man enters a room to see his partner fast asleep. He carefully covers her with a blanket and goes to sleep next to her. The lady soon throws the blanket towards him, indicating that it is a bit too warm for her. The man throws it back. This exchange picks up pace and continues while the soundtrack says 'Garma garam' (Very warm). After a while, they sit up in bed, awake, and realise it is the Bodywarmer both are wearing that has kept them warm. The film ends with the voice over saying 'Pehno sirf Amul Bodywarmer, raho garma garam' (Wear just Amul's Bodywarmer and stay warm).
Navinn Seksaria, director, JG Hosiery, said, “In a world where exaggeration is a suspension of disbelief, we wanted to keep away from the exaggeration and follow the keeping it simple theory. We wanted to communicate the multiple aspects of warmth and unisex garment delivered through sweet and humorous story, which has been achieved."
Raj Nair, CEO and CCO, Madison BMB, said, “Amul Innerwear and Bodywarmers have historically had a legacy of creating clutter breaking work. We told ourselves that the work needs to be fresh, simple in ideation and yet totally stand-out in execution. We believe that we have achieved that. It was indeed the case of a simple insight that if you’re wearing Amul Bodywarmers, you really don’t need anything else to keep you warm in winter. And the execution ensured some memorable viewing.”
Client: JG Hosiery
Creative agency: Madison BMB
CEO and CCO: Raj Nair
Production house: Collective Art