Set Wet deo has rolled out a campaign featuring Bollywood actor Ranveer Singh. The campaign consists of four TVCs set to a catchy tune and has been conceptualised by Taproot Dentsu.
One of the films opens with Singh part of a group training in martial arts, outdoors. Singh performs his moves differently, attracting the attention of the instructor, a young woman. As she goes to correct him, he gesticulates in the garb of martial arts moves, inviting her for a cup of coffee. The lady walks away at first, but turns back to smile, charmed by his act. The film ends with a 'Sada Sexy Raho Dear' (Stay sexy) message.
Another film is set in a metro train. Singh, standing next to a girl, looks to impress her. As the train approaches a station, Singh, acts as though he is sucking in the air around him. He then blows it out as the train stops, making it seem like he is blowing away the passengers as they exit – clearing the way for her to pass. This film too ends with the same 'Sada Sexy Raho Dear' message.
The campaign also consists of two 10-second films.
Anuradha Aggarwal, chief marketing officer, Marico, said “Brand Set wet was re-launched with a new positioning a year ago which has worked well for hair gels. With this re-launch, we have aligned the Set Wet Deos to the new archetype. We have completely refreshed the deodorant mix. Team Taproot Dentsu has managed to strike a fine balance between extending the gels positioning and making Deos stand out in the cluttered deodorants market with a fresh life of its own.”
Pallavi Chakravarti, senior creative director, Taproot Dentsu, said, “With new fragrances, new packaging and a new brand ambassador Ranveer Singh, Set Wet Deos was hitting the market in an all-new avatar. So we in turn refreshed the Sada Sexy Raho platform, showcasing a guy who turns on his own unique brand of playful charm, confident in the knowledge that he’s smelling great. The fact that his showmanship is as much for himself as it is for others, keeps the campaign aspirational and relatable at the same time."