Campaign India Team
Sep 20, 2013

Rupa Frontline man skates ‘ahead’ to avenge miscreants

Watch the ad film created by Scarecrow Communications here

Scarecrow Communications has created a new TVC for Rupa Frontline. It is based on the insight that drawers are worn indoors and just outside homes, and are popular amongst SEC B, C and D segments in the North.

The film opens showing hooligans defacing a soldier's monument with graffiti paint. The protagonist, sporting a Rupa Frontline drawer, spots them from his balcony and asks them to stop. But they abuse him, hurl the can of spray paint at him, and escape in an SUV. The protagonist goes after them on a skateboard, latching on to a girl’s bike, navigating pavements, riding on walls, et al, with women looking on admiringly. He reaches the SUV with the miscreants, jumps on to the bonnet and sprays their own red graffiti paint on their windscreen. With their vision blinded, they crash even as the protagonist walks away with skateboard in hand. A voice over signs off saying, ‘Rupa Frontline Drawer - Raho duniya se ek kadamb aage’ (Stay one step ahead of the world).

Raghu Bhat, founder director, Scarecrow Communications, said, "Rupa Frontline has carved a distinct space for itself by sticking to 'social causes' as a theme. This is unlike all its competitors who are in 'looks' or 'humour' zone. We have carried forward the same theme to launch drawers through a clutter-cutting plot that is high on conflict and drama but added a touch of style to broad base the brand's appeal."

The film was shot in Pondicherry over three days, the agency informed. The campaign was released during Bigg Boss, and will be on air across GECs and screened in cinema halls to reach the mass target audience.


Brand: Rupa Frontline Drawer
Client: Mukesh Agarwal, Rajnish Agarwal
Agency: Scarecrow Communications
Creative: Raghu Bhat, Manish Bhatt, Sarvesh Raikar, Prasad Jindam, Yogesh Rijhwani
Account management: Arunava Sengupta, Khadija Attarwala
Director (film): Krish Jagarlamudi
Production House: After
Producer: Satish Fenn

Campaign India

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