Pidilite has released a new commercial for its anti-termite product, the Terminator. Conceptualised by Ogilvy & Mather Mumbai and produced by Corcoise Films, the TVC focuses on educating the consumers about taking early, preventive steps towards protecting furniture from termite infestation in a humourous manner.
The film opens to a man watching TV at home. The television rests on a wooden cabinet, which slowly starts falling apart due to a termite attack. The man then adjusts himself to watch his show, but then the cabinet legs give way and it collapses. We then see the man crouching under a table and an ad on the TV, advising the viewer to react immediately rather than waiting till the end, to prevent such occurrences.
Anil Jayaraj, Chief Marketing Officer, Pidilite Industries, said, "It was found in our research that consumers tend to react late when termites have already done the damage. The communication focuses on bringing the fact out that to save your precious furniture; they need to be pre-treated with an eco-friendly solution like Terminator. Our attempt was to make it crisp and humorous so as it breaks through clutter and gets registered in consumer's mind."
Abhijit Avasthi, NCD - Ogilvy & Mather, said, "The category is unique and challenging in its way as consumers generally do not pay attention to prevent the wood from termite attacks and it is only at a later stage that they realise the wood being a victim of termite attacks. Our aim was to get the message across as effectively as possible."
The commercial went on air on 16October and will be extended through digital promotional plans and BTL activities.
Client: Terminator Marketing Team
Agency: Ogilvy & Mather, Mumbai
Creative team: Abhijit Avasthi, Amitabh Agnihotri, Sameer Sojwal, Mayank Yadav & Swapnil Kambli
Account Management team: Vivek Verma, Vishal Bijlani, Ramanathan Sridhar
Director: Bhavesh Kapadia
Production House: Corcoise Films
Updated Date: Dec 21, 2014 04:33:35 IST