Campaign India Team
Jul 12, 2013

Ujala re-launches, slots itself beyond ‘whiteness’

Watch the ad film created by Cut the Crap

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

FMCG company Jyothy Laboratories has released a TVC for the re-launch of its fabric whitener brand Ujala. The film by Cut the Crap communicates the new packaging of the product and its new positioning.   

The brand now sports the tagline ‘Safedi ke aage Ujala’ (Ujala is ahead of whiteness). The film aims to catch the imagination of the younger, achievement-oriented individuals.

S Raghunandan, chief executive officer, Jyothy Laboratories, said, “While we at Jyothy Labs are extremely proud of our roots and the 30-year legacy of providing high quality products to Indian consumers, we recognise that their needs are becoming more dynamic. The new Ujala packaging represents Jyothy Labs’s commitment to understand and cater to the changing preferences of our consumers.”

The ad film revolves around three characters - a lady lawyer, a school boy and a young male executive. All three are dressed in spotless white clothes. Each of them face tough situations but emerge victorious. The lawyer, unfazed by powerful opponents, successfully defends her client. Older boys who initially bully the school boy are taken aback, when they see him breaking a brick with a karate kick. The young executive impresses older men around the conference table, including his boss, at the end of his presentation. The sound track and voice over announces the new packaging of Ujala.The film ends with a visual of the fabric whitener with the super that reads ‘Safedi ke aage Ujala’.

On the creative brief, Jagdish Acharya, founder-director, Cut the Crap, said, “Jyothy Labs intended to reassure the user of Ujala that her brand continues to be the best choice for whiteness enhancement. The brand was being launched in a new pack that further reinforced its visual identity. The brief to the agency was to reiterate the brand values of Ujala.”

On the idea behind the TVC, he explained, “Ujala has been a pioneer-leader in the category of whiteners for decades. It gives the most brilliant shade of white that boosts self-esteem and fetches respect. However the current context for Ujala is that are many a contenders to the throne in the form of detergents that claim whitening capabilities. The truth being that no detergent can match Ujala, a specialist whitener, on whiteness enhancement.”


“Thus, we needed to elevate the brand beyond all forms of ‘safedi’ in the market. Hence the creative concept: Safedi ke aage Ujala. As a subtext, it conveys that the user has to take a step beyond detergents as Ujala is a post-wash additive,” he added.



Client: Jyothy Laboratories (Ujala)

Creative agency: Cut the Crap

Creative team: Renuka Desilva, Keith Lobo, Amit Chauhan, Jagdish Acharya                       

Campaign India

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