Footwear brand Relaxo has rolled out a television campaign to highlight the sturdiness of Relaxo’s slippers. Conceptualised by Arms Communications, the campaign titled #Mazbooti Bemisaal, features Salman Khan in his regular avatar as ‘Bhai’.
The film opens up with a bossy man entering the store and dominating the helper to show him a strong slipper. The helper then calls out to his owner ‘Bhai’, who shows him the strength of Relaxo’s slippers by hitting it against a chair, damaging the chair, but not the slipper. He then asks the man if he should test the slipper on him too. The man politely declines and goes in for the slipper.
Gaurav Dua, executive director - sales and marketing, said "Relaxo is a household name today. With his mass appeal, megastar Salman Khan resonates well with our brand ethos and is most suited to convey the brand USP of ‘Mazbooti Bemisaal’."
Sanjeet Ahluwalia, creative director, Arms Communications said, "A role of any brand TVC is to leave an impact amongst the viewers, to enlighten them on that one benefit that makes it the chosen brand amongst the competition. The brief to the creative team was clear and simple, to drive home the USP of Relaxo slippers, which is bemisaal mazbooti. With Salman being the face of the brand, we knew the story had to have the perfect ingredients of a typical Salman entertainer. So we conceptualised an interesting idea around a macho man who plays the role of a customer, Salman as the shop owner of a multi-brand footwear shop. Exaggeration, witty dialogues, impactful storyline and the rest is for you to see. All in all, a superhit footwear, a blockbuster commercial."
Agency: Arms Communications
Production house: Green Apple
Producer: Niketan Madhok
Director: Vishal Vij
MD: Reet Ahluwalia
Creative: Sanjeet Ahluwalia
Servicing: Mukesh Gulati, Ayen Sharma