GREY’s latest film for AmbiPur tackles the common problem of ‘hard to get rid of’ damp smells, which may linger even in the cleanest household during the monsoons. The ad takes a fun spin on this very situation and shows us how AmbiPur’s superior air fresheners help us achieve a home, that’s truly clean to all our senses.
Vivek Bhambhani, Group Creative Director, GREY group said, “People get used to malodours in their home and little do they know that when guests come over, they truly suffer. And in our country, there’s a famous saying for people who don’t pay attention to what’s right in front of them: Aankh khol ke dekho.
“Taking this colloquial phrase forward, we created the idea: Aankh khol ke nahi, naak khole ke dekho. (Which means, don’t just open your eyes, open your nose to see) So in the execution, we exaggerated the malodour for the consumer, so that they finally realise the malodour that’s right below their nose,” Bhambhani said.
Sana Zaman, Brand Director, Procter & Gamble, said, “For our consumer having a good smelling home that welcomes guests and family is as important as a home that appears clean.
“With this new campaign, we are trying to take a fun but very relevant approach towards ‘invisible smells’ in Indian homes – be it that dreaded monsoon odour from indoor drying of clothes or the lingering smell of food in your car.
“When you clean your home you don’t just make it appear clean but also clear away all dust and dirt. Similarly, AmbiPur’s brand objective is to not just mask the odour but to eliminate it completely, leaving behind a delightful fresh fragrance,” Zaman added.
Creative: Sandipan Bhattacharyya, Vivek Bhambhani, Mangesh Kavale, Mehul Prajapati, Rahul Jaigadkar, Ruchita Bait
Planning: Arun Raman
Client Servicing: Nishant Saurabh, Esha Datta, Abhishek Patil, TulikaKapur
Films (GREY WORKS): Samir Chadha, Jignya Shedge