Campaign India Team
Apr 30, 2019

He Deodorants help protagonist get out of tricky situations with unbelievable lies

Watch the ad films conceptualised by FCB Ulka here

He Deodorants has rolled out a campaign consisting of three films for its latest offering, Magic Duo. 
Conceptualised by FCB Ulka, each of the films show a protagonist caught in a tricky situation. To get out of the situation the protagonist tells an unbelievable lie. And he backs that up by saying if you don't believe the reason for him being found in that situation, you won't believe that He Deodorant's new Magic Duo range comes with two fragrances in the same deodorant before going on to prove his point by showing the new deodorant.

Harsh Vardhan Agarwal, director, Emami, said, “The deodorant category in India is highly saturated and cluttered. With the presence of multiple players, it is becoming increasingly difficult to break through this clutter and stand out. He as a brand has a strong legacy of differentiation from the very beginning. This time, we found through our consumer research that there is an increasing dual usage trend wherein one in five users currently use two or more deodorants on a regular basis just from the need of variety and the urge of not smelling the same every time. Triggered by this consumer need, we have brought in a category disrupting solution through He Magic Duo where we are offering two fragrances at the price of one. We believe that HE Magic Duo with its breakthrough packaging is going to create a stir in the consumer mind space.”
Kulvinder Ahluwalia, president, FCB Ulka, Mumbai, said, “It is invigorating to work on a new client and chart a new path for a brand. Our first campaign with Emami for He Deodorants is a perfect example of this. Leveraging its unique two fragrances in one pack, the films position He Deo’s Magic Duo as something that raises the possibility of even the unbelievable becoming believable, because He now makes two fragrances in one pack. Each of the films is a treat to watch and this is sure to be among the most talked about campaigns in the category.”
Keigan Pinto, national creative director, FCB Ulka, said, “This project has been a dream right from the get go! The big idea came from the fact that when you hear that one deo bottle has two distinct fragrances, you are bound to react with disbelief. A product so innovative and so fresh in the market needed some amount of ‘pagalpanti’. It’s a guy product and it’s a guy thing. We laughed our hearts out while writing each script and that made this journey absolutely fun.”
The campaign is currently on air on television and digital. 
Client: He Deodorants (Emami Ltd.)
Creative agency: FCB Ulka Mumbai
Creative team: Keigan Pinto, Anindya Banerjee, Shailesh Khandeparkar, Wiless D’Mello, Akshay Naik
Planning team: Saad Khan, Pranav Shetty, Adrian Mascarenhas
Films team: Alpa Jobalia, Stanley Christian
Account management: Kulvinder Ahluwalia, Tushar Bhatia, Puneet Dewli, Raghav Mahendra
Director (of the TVC): Ram Subramaniam
DOP (of the TVC): Sejal Shah
Exécutive producer: Dhunji Wadia
Production house: Handloom Picture Company


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