Pidilite has launched a campaign for its WD-40 multi-purpose spray and positions it as one that makes you unstoppable in any situation. Conceptualised by Sideways, the film, through the humorous route, aims to showcase how the product can remove rust, open jammed locks and silence squeaky door hinges, among others.
The film tells the tale of a prisoner, who almost escapes a life behind rusty bars and squeaky door hinges, by finding a way to get his hands on Pidilite’s WD-40 multi-purpose spray.
Gautam Suri - president, sales and marketing, consumer products, Pidilite Industries, said, “WD-40 is an iconic global brand. Seeing is truly believing as using the product once will ensure it is used again and again. There are over 2000+ applications and it is our endeavour to have one can in every household so our consumers discover the myriad uses of this miracle product. WD-40 works wonders, inspiring confidence and empowering people to solve problems and get the job done right.”
Abhijit Avasthi, co-founder, said, “WD-40 is an iconic product with magical powers with a million use cases. I believe it should be in every household. With this film we are hoping to build an endearing fun personality for the brand which will help increase its adoption. It’s got a trademark Pidilite narrative style - demo with humour.”
Nilay Moonje and Sameer Sojwal, executive creative directors and creative heads, Sideways, said, “Any brief from Pidilite comes with an opportunity and a responsibility to do only the most amazing advertising. Such is the client relationship and our own expectations. While we joked about some completely useless ideas, we stumbled upon a thought, ‘What if a guy wants to get out of jail but can’t because of the rusted door? Then he won’t need the key, would he?’ And one ridiculous thought led to the next.”
Sojwal added, “Once we thought we had the script we wanted to push it further by making it as believable and real as possible. The choice of cast, location, and even ensuring that the contraption the prisoner uses had to be true. Just like most of Pidilite’s advertising, this had to be a captivating visual story. So that even the most common person on the street just gets it.”