Vini Cosmetics’ flagship deodorant brand, Fogg, has rolled out a humorous film. The campaign aims to tell Indians to continue exercising caution against Covid-19 for just a bit before they can go back to having fun. The Womb has conceptualised the campaign.
Darshanbhai Patel, MD and CEO, Vini Cosmetics, said, “As market leaders and corporate citizens of the country, we felt it was our duty to stand with the people of India in the fight against corona. As India opens up and starts feeling normal, caution is equally important. The first time we heard this idea, we knew the message resonated with our thinking.”
Added Navin Talreja, founding partner, The Womb, “Sometimes the simplest of briefs turn out the trickiest ones. The brief to us was ‘we should give a message of hope and optimism to the people of India’. The challenge was connecting it back to the brand in a way that was meaningful. Fogg has always been a brand that is part of the enjoyment for Indians. Yet given the pandemic, people have lost out on those times but are impatient to get back. We had to encourage people to stay patient and wait for the good times to be back and make Fogg a part of their lives again. To bring alive the message we used the elephant as a metaphor with the often-used idiom 'Haathi toh nikal gaya, bus pooch baaki hai' as it delivered the brand’s message beautifully."
Suyash Khabya, creative head, The Womb, said, "Pankaj, in our creative team, cracked the idea. And it had clutter-breaker written all over it. Messages like these can be boring, preachy. But this one was insightful and surprising. We had to run with it. And then Prasoon's (Pandey, director) magic, the music, the location of Mandhava – all ingredients made it a cracker."
Brand: Fogg, Vini Cosmetics
Client: Darshanbhai Patel, Dipambhai Patel
Creative agency: The Womb
Founding partners: Kawal Shoor, Navin Talreja
Creative team: Suyash Khabya, Pankaj Nihalani
Account management: Dhaval Jadwani
Planning team: Rohit Sharma, Rohit Mani
Production house: Corcoise Films
Director: Prasoon Pandey
Executive producer: Cyrus Pagdiwala