Campaign India Team
Mar 05, 2013

SetWet Cool adds bird calls to the mating game

WATCH the ad film created by Taproot India here

wide player in 16:9 format. Used on article page for Campaign.

After creating the 'Buri nazar waale' TVC for SetWet hair gel, Taproot India has created a new film for SetWet's deodorant brand SetWet Cool.

The film shows a group of young men trying to attract some women by making 'mating noises' one would associate with birds and animals. The men seem to be getting the attention of the women, until one man, who was a spectator to decides to step in. He wears SetWet Cool and instantly grabs the attention of the females. He gets onto a boat and leaves the place, and in a role reversal, it's the women who make the 'birdy sounds'.

On the TVC, Pallavi Chakraborti, associate creative director, Taproot India, said, "Set Wet wanted to advertise a specific deo variant for the very first time, in a category which was already overcrowded and where everyone was saying exactly the same thing. How then were we to stand out? We decided not to say anything. And let bird calls do the talking instead. The 'Call of Cool' is a reflection of every man’s desire to attract the perfect mate. But in the animal kingdom, only the fittest, or in this case the coolest, survive."

Agnello Dias, executive creative director, Taproot India, added, "This film pushes even further the quirky, hip tone of voice that that the mother brand had set up with the Buri nazar wale... film. While it was the emotional space of male envy that the earlier film operated in, this one exaggerates the basic instinct of competitive mating feelers to make for an engaging premise and execution."

Client: Marico India
Brand: SetWet Cool
Advertising Agency: Taproot India
ECDs: Agnello Dias / Santosh Padhi
ACD and Writer: Pallavi Chakraborthi
Account Management: Naved Punjabi / Manan Mehta/ Gargi Raju
Production House: Purple Vishnu Films
Director: Sainath Choudhury
Music: Samiruddin
Producer: Kanwalpreet Kaur

Campaign India