Campaign India Team
Jun 26, 2013

Gatsby gets a hero to spoof Bollywood’s ‘perfect’ hairdos

Watch the ad film created by Dentsu Creative Impact

Japanese company Mandom Corporation has released a TVC for its Gatsby range of men's grooming products that it has launched in India. The TVC created by Dentsu Creative Impact features its brand ambassador, actor Varun Dhawan, and went on air on 10 June.

The film opens with actor Varun Dhawan portraying himself and using Gatsby’s water gloss for styling his hair. He says that a hero’s hairdo creates the style statement irrespective of the situation he is in. The next frame has him sky diving from a helicopter along with a pretty girl. On landing from the dive with his hair impeccably styled, he says that a hero’s hair never gets messed up. The film then shows him portraying a soldier who is in the line of fire, yet again with a perfect hairdo. He repeats his line. Dhawan goes on to portray the stereotypical characters of a Bollywood film such as a dutiful son and a romantic hero dancing atop trains, but with a perfectly styled mop of hair. At the end of the film, Dhawan says, “Gatsby set karo, forget karo” (Set it with Gatsby, forget about it).

On the objective of the campaign, Harish Arora, national creative director, Dentsu Creative Impact, said, "The objective of the TVC was to establish the core product benefits of instant styling and strong holding power. We decided to use a fresh approach which hasn't really been seen in this category before - a spoof on Bollywood clichés. Glamour and beauty are a big thing in Bollywood, which is why, the hero always looks ‘perfect’- whether he is in a fight, or just out of bed, or any other situation, the hero will always look like a million dollars. This is where our idea came from. We decided to showcase that even in extreme situations, a hero’s hairstyle never gets messed up. The reason? Gatsby Hyper Solid!"

On the campaign, he said, "The situations in the film were selected carefully, each representing iconic Bollywood scenes which make the ad funny and memorable."

The company has awarded the media duties to Dentsu Media.

Credits

Client: Gatsby
Creative agency: Dentsu Creative Impact
Account management: Amit Wadhwa, Hideto Azuki, Megha Jain Sadhwani, Navin Singh, Tushar Kalra
Planning: Kartikeya Srivastava
Creative: Harish Arora, Manavjit Mohil, Jerrin George, Devdas Nair, Daljeet Singh, Sourabh Ahuja
Director (film): Anurag Basu
Production house: Fullmoon Productions
Producer: Anand Kumar             
Music: Rupert Fernandes

Source:
Campaign India

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