Campaign India Team
Nov 05, 2012

Thermocot male makes women swoon to a 'Swaha' chant

Watch the ad film created by Scarecrow Communications

Thermal wear brand Thermocot, from Rupa, has launched a new TVC ahead of the winter season. The brand has positioned itself as a fashion and lifestyle brand, which not only gives warmth but also enhances the sex appeal.

The film shows women attracted to the Thermocot-clad male lead, while a Sanskrit chant-like musical track dominates in the background, playing on the word Swaha.

Manish Bhatt, founder director, Scarecrow Communications, said, ‘Be it Tata Sky’s Life Jhingalala or Pond’s Googly Woogly Woosh, an audio mnemonic helps in making the communication sticky. We looked at Sanskrit – the great Indian language, on the verge of extinction today - to derive our own audio property Swaha.”

“Since we came on board, one of our key tasks has been to revamp the imagery of the group and its portfolio. It’s a challenge, since the core audience, for many brands under the stable, are the masses of India. This TVC not only works for Thermocot, but also ups the imagery for the entire portfolio," explained Arunava (Joy) Sengupta, founder director, Scarecrow Communications.
Mukesh Agarwal, director, Rupa, added, “Unlike the category, Thermocot is designed as thermal wear, which you needn’t necessarily wear inside, you can wear it like a pullover too. The range is so stylish that men would be tempted to flaunt it. The TVC does a fantastic job of communicating this advantage.”
Kapil Tammal, executive creative director, Scarecrow Communications, noted that the twilight lighting and various background and foreground flare techniques employed by Ayananka Bose, director of photography of Kites, helped in giving the film a distinct look.

Credits:

Creative Team: Manish Bhatt, Raghu Bhat, Kapil Tammal, Sarvesh Raikar, Ankit Dembla
Account Management Team: Arunava Sengupta, Khadija Attarvala
Director: Vishal Manglorekar (Milestone Films)  
Music: Rooshin Dalal 

Source:
Campaign India

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