Manoj Pahwa shares the secret of Sirca Paints' durability

Sirca Paints has rolled out a campaign 'pyaar ke panchhi' (love birds) featuring actor Manoj Pahwa to spotlight its PU polish range. 

Conceptualised by DigiStreet, the films through humorous slice-of-life situations highlight the unique selling points of the brand's PU Polish range. 

In the first film, a couple goes on a date at a restaurant while background music plays. Their romantic moment is interrupted when the waiter brings their food to the table. The wife sneezes, causing her partner's wig to fly off and disrupt their date.

In the second film, the story takes place in a park. One of the protagonists attempts to flirt with a girl but is shocked when he notices her foul teeth. Both films conclude with Pahwa sharing how Sirca's PU polish range is durable, even when the romance between lovebirds is not. 

Apoorv Agarwal, joint managing director, Sirca Paints, said, "We aimed to deliver our message with humor, and the team successfully achieved the envisioned output. The positive responses received from key stakeholders are a testament to the campaign's effectiveness." 

Darpan Sharma, CEO and strategist, DigiStreet, said, “Working on this project has been an absolute joy ride. We are thrilled with the launch of these two TV ads as they promise viewers a delightful experience in a combination of humorous situations and clever messaging. Breaking away from the conventional approach of diving straight into a selling spree, the idea was to create a funny twist in the ads to engage audiences, bringing laughter and entertainment while capturing the essence of Sirca's PU Polish range. From nitty gritties to major elements, all components were well thought out and were seamlessly incorporated with on-point art direction. We hope that the ad films get their share of love from the market."