Homecare brand Scotch Brite, owned by 3M, has launched a new TV commercial, pitching its scrub pads as 'really long-lasting'. The creatives for the TVC have been developed by Grey India's Bengaluru office. With this campaign, Scotch Brite hopes to establish its superiority in the category, while engaging the viewer.
Sanjit Satapathy, country business leader, consumer business group at 3M, comments on the video, "We needed an interesting way to communicate the long lasting benefit of our product, and our agency brought this out quite beautifully with their funny, quirky script that all of us liked. The result - a very interesting TVC communicating the product benefit in a way that is unique to this category."
The narrative of the ad, which stands out distinctly, is written by lyricist Swanand Kirkire, and sung by Hamsika Iyer. Like Minded People is the production house behind the execution.
Emmanuel Upputuru, founder and creative chairman, ITSA, calls the ad a promising one. "Many a times, low interest categories like these take themselves too seriously and, therefore, make ads that are very serious and technical. This one goes against that grain," he observes. He adds that the ad will strike a chord with viewers, as it highlights the proposition in a memorable way.