Scotch-Brite scripts ‘divine’ comedy of error, highlights endurance

Watch the ad film conceptualised by Grey Group Bengaluru here

Jul 01, 2015 08:00:00 AM | Video | Campaign India Team

3M brand Scotch-Brite has launched a TVC conceptualised by Grey’s Bengaluru office, to re-launch Scotch-Brite Scrub Pad.

The agency’s starting point was ‘to identify the one singular benefit and elevate it‘ and research revealed that this key benefit was its long life, informed a Grey Group statement.

The film features a young woman washing dishes by a well, in what seems like a forest. An old man walks to her and asks for water, which she happily provides. Drinking it, he turns into a divine creature with the accompaniment of thunder. The man is even flanked by two female assistants. The lady, made the offer of a wish by the divine man, seeks long life after a moment of thought. A moment of distraction on his part though (thanks to a kiss blown his way by one of his assistants), lands the wish not on her but on the scrub she’s using, turning it into Scotch-Brite and blessing it with long life instead. The deliberate humor is accentuated by the mythological context and treatment, extending to the brand‘s promise of ‘Lamba chale’ (long lasting).

Ram Jayaraman, executive creative director, Grey group Bengaluru, said, “Scotch-Brite Scrub Pad is not just the category leader, but is the category itself. It’s the only scrub pad with stain cutters – innovative Alox particles that treat dirt like dirt. This pad lasts so much longer than other me-too green pads that it feels like a divine miracle. The film is a respectful – albeit entertaining – attempt to demystify the legend.”

Sanjit Satapathy, country business leader, consumer business group, 3M, added, “We have a superior product. Scotch-Brite Scrub Pad, with stain cutters and unique s-shape has a really long life. We needed an interesting way to communicate this benefit and our agency, Grey, brought this out quite beautifully with their funny, quirky script that all of us liked. The result – a very interesting TVC communicating the product benefit in a way that is unique to this category.”

Dheeraj Sinha, chief strategy officer, Grey South and South East Asia, added, "The focus of the communication is on the benefit of long-lasting. This is possible because of 3M’s superior technology. But we are talking about a low-involvement category, hence the attempt is to deliver the message in an interesting way. We wanted to take the narrative out of the drudgery of the kitchen sink, where most of the current category communication resides.”

Credits

Client: 3M India

Country business leader, 3M consumer business group: Sanjit Satapathy

Group marketing head, 3M consumer business group: Siddhesh Borkar

Group product manager, 3M homecare: Srinivasan MS

Creative agency: Grey Group, Bengaluru

Executive creative director: Ram Jayaraman

Senior creative director: Mark Flory

Copywriter: Aina Mathew

VP and business head: Vishal Ahluwalia

AVP and director client services: Amarendra Singh

Sr. AE: Varun C