Navratna Active Deo Talc has rolled out a campaign featuring actor Varun Dhawan who plays a double role around the popular Bollywood concept of a brothers’ reunion. Conceptualised by What’s Your Problem, part of Wondrlab, the film showcases the benefits of the product in the summer season.
The film story showcases two brothers, Arun and Varun (both played by Dhawan). Varun spots his brother and runs towards him yelling ‘Arun’. While Arun starts to run towards Varun too, Arun misses hugging his brother due to the heat taking a toll on him. When Arun asks Varun not to hug him, Varun smiles and tells him to use the Navratna Active Deo Talc, which not only has a pleasant smell, but also provides cooling relief. Towards the end of the film, both the brothers are seen sitting on a kids ride and saying ‘Ab hamara sirf khoon ka rishta nahi, cool cool ka rishta hai’ (now we don’t only have a blood relation, but a cool relation).
V Kaushik Vedula, AVP - marketing, Emami, said, “We wanted to leverage Varun’s signature fun style of acting. And what better way to do it than with such a filmy script. Bichede Bhaiyon ka mela main milan, but with a twist. So far, the audience reception has been extremely positive and of course, even the internal teams are very pleased with it. I think we have proved this film a worthy sequel to Judwaa 2.”
Amit Akali, CCO and co-founder and Gauri Gokarn, content director, WYP Wondrlab India, said, “Navratna Talc has had a legacy of creating iconic ads, including with Shah Rukh and Varun as well. So, it was a challenge making it different and yet keeping the essence of it intact. Given that Varun also starred in Judwaa 2, we found the perfect opportunity to recreate the filmy reunion. We even roped in Vasan Bala who did a fantastic job of making this a proper Bollywood act. And obviously, Varun’s spontaneity added a lot of fun to the film as well. This simply goes to show that people still love the good old Bollywood masala, there’s no need to always do something different, sometimes all it takes is a bit of fun.”
The campaign is being rolled out on social media, digital and OOH.