Laced with superstition and humour, the TVC stars a man and his pet parrot. The parrot is covered in white flakes. Its owner thinks the parrot has dandruff, and soon the entire nation gets fascinated by the tale of a parrot that has dandruff, which sparks off the 'Parrot Debate'. When asked about his flaky problem, the parrot says 'Papdi hain, papdi hain', with a voiceover urging consumers to use Birla Wallcare Putty and do 'Papdi ki chutti'.
Leaving a mark
The television commercial is liked by advertising professionals who find the concept an interesting way to portray a low-profile category.
Vivek Dutta, business director and national planning head, Hakuhodo Percept, says, "Interesting take on an otherwise boring category! Strong insight about how flaking walls can be embarrassing for home owners. It is quite refreshing to see that the brand has gone beyond a demonstration for the product being used for a smooth finish on the wall. The TVC is quite intriguing, and keeps the audience guessing till the end."
Ravi Raghavendra, executive creative director, Euro RSCG, remarks, "A parrot with dandruff -- that caught me by surprise. The idea is refreshing for sure! Especially, for the category. However, it seemed a bit rushed. But, it has mass appeal. It should work well for the brand."