Rupa gets a polar bear to promote its range of Torrido thermals

Kolkata-based innerwear player Rupa Knitwear has rolled out a new campaign to launch its thermals brand, Torrido. The campaign has been conceptualised by Scarecrow Communications.

The film opens with a polar bear staring at its reflection on a snow-capped mountain. The bear is surrounded by mannequins of men, women and children, all of whom are wearing thermals. The polar bear goes on to say that unless one is a polar bear, one will require Torrido Thermals. The bear then talks about the product’s attributes, moving from mannequin to mannequin, before the film ends with the brand's tagline: 'Sardiyon mein only Torrido'.

Raghu Bhat, founder director, Scarecrow Communications, said, "The thermals category is largely, using over-the-top humour and generic propositions. Strategically, we identified four highly relevant product attributes and then amplified each of them using audio and vivid video demonstrations. It was all tied in together through a surreal disruptive visual of a bear and the mannequins in an icy terrain. The other important creative challenge was fixing the tone of dialogue delivery. To create distinction, we told the voice over artist to make the bear sound like an 'asthmatic weary old man'."

Arunava Sengupta, founder director, Scarecrow Communications, added, "This category advertises only during winters. So obviously the media budgets are limited. So achieving disruption is critical. We are also happy that we were able to make clutter-cutting highly effective 20 seconders. The good thing is, people have been able to recall the brand name as well as the individual product features."

Credits

Brand: Rupa Torrido
Clients: Rajnish Agarwal, Mukesh Agarwal
Agency: Scarecrow Communications
Creative: Raghu Bhat, Manish Bhatt, Sarvesh Raikar, Kapil Tammal, Prasad Jindam, Yogesh Rijhwani
Account management: Arunava Sengupta, Khadija Attarwala
Director (film): Krish Jagarlamudi
Producer: Satish Fenn