Astral Adhesives has rolled out three films part of the launch campaign for Resiquick.
The campaign has been conceptualised by Lowe Lintas Ahmedabad and features brand ambassador Varun Dhawan.
The three-film campaign shows how using an instant stick that spills can land people in tricky situations. In each of the films, Resiquick's 'one drop at a time' feature is revealed by Dhawan.
Kairav Engineer, VP – business development, Astral Poly Technik, said, “Our association with Varun Dhawan for the instant adhesive range is in sync with our brand ethos and identity, which is to innovate and introduce newer products that surprise and delight both, our trade and consumer. It is for the first time in the segment that a brand ambassador is signed on for a Cyanoacrylate-based instant adhesive product, and we are confident that Varun is a perfect fit with his on-screen and off-screen persona”.
Sagar Kapoor, executive director, Lowe Lintas, said, “The Resiquick tube is of superior design. It delivers one drop at a time hence is not clumsy to use. It also has a cap that can be reused, unlike most others in the category. So we decided to focus on the real benefit. Of course, delivered in an engaging and entertaining way. We were fortunate to get Varun Dhawan to help us do that. He lands the cheeky yet honest message of Resiquick. Sirf chipkao nahi, jodo!”
The films are on-air on TV and digital.
Client: Astral Adhesives
Client team: Sandeep Engineer, Kairav Engineer, Saumya Engineer, Yogen Parikh, Jay Sk
Creative agency: Lowe Lintas Ahmedabad
Creative team: Arun Iyer, Sagar Kapoor, Jaywant Dabholkar, Sarfaraz Siddiqui, Suyog Mahadik, Kaustubh Panat
Account management: Raj Gupta, Shantanu Sapre, Uttam Solanki, Arpit Raval
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