Birla Cement has unveiled a new campaign urging house owners to use Birla cement Wall Care Putty to prevent flaking of their walls owing to moisture and any other factors.
The TVC created by Lowe Lintas shows a house owner discovering that his parrot sheds dandruff whenever it shakes its head. Soon, it becomes a phenomena people get allured to and a horde of believers and journalists gathers around the parrot to find out how and why that happens. The parrot instead points them to the flaky ceiling right above its head, explaining all the white dust. In the next shot, a voiceover suggests, 'Chahiye papdi se chutti, lagao Birla White Wall Care putty'.
On the ideation of the TVC, Arun Iyer, national creative director, Lowe Lintas, said, "The benefit of the product was that it prevented flaking and we realised that it wasn't really a unique claim so we had to present it laterally. That's when Ashwin Varkey came up with the idea of using a talking parrot."
The TVC was shot at four different places, viz, Bangkok, Jaipur, Mandawa (a town three hours from Jaipur), and Mumbai.
Client: Birla Cement
Agency: Lowe Lintas
Creative team: R Balki, Arun Iyer, Ashwin Varkey, Subodh Menon, Reshma Tonse, Jaywant Dabholkar, Varun Punjwani
Business: Virat Tandon, Tarannum Romani, Pushkaar Kshirsagar, Anuja Paralkar, Shyam Srivastava
Producer: Jamic Films
Director: Nikhil Rao