Pidilite Terminator sticks to humour; gets consumers thinking of termites

Pidilite Industries has rolled out a TVC for its anti-termite product Terminator. The film takes the humour route to underline the importance of protecting furniture against termites. Ogilvy & Mather has conceived the film.

The film features a man watching television at home. The TV rests on a wooden cabinet, which starts falling apart, leg by leg. The man has to adjust himself to watch the show, as the TV tilts to a different angle with each of the legs giving way. Eventually, the entire cabinet turns to dust, even as the man crouches under a table at ground level to be able to view it. An ad appears on the screen asking him to use terminator to prevent such occurrences.

Anil Jayaraj, chief marketing officer, Pidilite Industries, said, “It was found in our research that consumers tend to react late when termites have already done the damage. The communication focuses on bringing the fact out that to save your precious furniture, they need to be pre-treated with a eco-friendly solution like Terminator. Our attempt was to make it crisp and humorous so as it breaks through clutter and gets registered in consumer’s mind.”

Abhijit Avasthi, NCD, Ogilvy & Mather, said, “The category is unique and challenging in its way as consumer generally do not pay attention to prevent the wood from termite attacks and it is only at a later stage that they realize the wood being a victim of termite attacks. Our aim was to get the message across as effectively as possible.”

The ad went on air on 16 October and will run for five weeks.

Credits

Client: Pidilite Industries
Agency: Ogilvy & Mather
Creative: Abhijit Avasthi, Amitabh Agnihotri, Sameer Sojwal, Mayank Yadav, Swapnil Kambli
Account management: Vivek Verma, Vishal Bijlani, Ramanathan Sridhar
Production house: Corcoise Films
Director (film): Bhavesh Kapadia