Killer is the latest brand to enter the Indian market for deodorants, for which Grey India has created a new campaign.
The campaign consists of three TVCs. In each of the three TVCs a man is shown getting his way with women, as the Killer deodorant he applies makes him irresistible for them.
WATCH the TVCs now
Commenting on the films, Rohit Malkani, executive creative director and creative head, Grey Mumbai, said, “This is the first set of films that Karan and I have worked on ourselves as partners. It’s been a riot and great fun and the product speaks for itself. We purposely chose a quick 20 sec format because the dialogues are almost like pick up lines, but more audacious. The man oozes machismo and attitude and though he is blatantly MCP you have to love him for it because he is uber cool and funny. The tone is sexy and fun as opposed to a lot of overtly sexual commercials in the category that just seem to copy each other and relive men’s fantasies”
Karan Rawat, creative director and creative head, Grey Mumbai, added “These set of three films are really fresh and loaded with attitude, which has always been the cornerstone of Killer advertising. We have maintained Killer’s international imagery and therefore the Deo films carry the same look and feel forward. It has worked wonders for the last 12 years and will work for another 12 years and more in India. We got a superb and instant response after the films were aired across India. We wanted an international director who had a fresh perspective and wanted to showcase their talent in India. Simon and Bonde (from Denmark) fitted the bill perfectly. The films were shot in Kuala Lumpur and were produced by Biscuit films.”
Agency: Grey India
National creative director: Amit Akali, Malvika Mehra
Executive creative director: Karan Rawat, Rohit Malkani
Branch head (Client servicing -Mumbai): Kaizad Pardiwala
Client servicing team: Aparna K, Kamia Wahi, Shilpa Panicker
Director: Simon and Bond
Agency producer: Bijuriya Mathur
Kuala Lumpur producer: biscuit films (magen)