The recent ad campaign of brand Boroplus featuring Amitabh Bachchan and Kangana Ranaut is high on watchability because of the two actors and for offering something different from other ads in the category, says Priti Nair, Director, Curry Nation, reviewing the ad in ‘From Logo to IMPACT’ on Bloomberg TV India
Reviewing the recent ad campaign of Boroplus in Episode 27 of ‘From Logo to IMPACT’ on Bloomberg TV India, Priti Nair, Director, Curry Nation says, “I found the ad refreshingly different from what the category has been doing or what Boroplus themselves have been doing. We have worked on Boroplus earlier and the category right now is very straightforward.”
The ad has been directed by Rajkumar Hirani and features Bachchan and Ranaut together for the first time. “They have had Bachchan for some time. Getting Kangana Ranaut is an excellent idea because she is a fantastic performer and the whole repartee that they have in the beginning has nothing to do with the product actually. It goes to the product much later. In that sense, in the category, it’s quite a differentiated ad. They come on to the beauty aspect quite quickly,” Nair adds.
Talking about what works in favour of the ad, she explains, “The watchability of the ad is quite high, between the two of them, the way they are sitting and talking… I found that it actually makes them stand out differently from what you see in the skin category right now.”
About the campaign
The campaign that has roped in the two Bollywood bigwigs has tried to take a fresh approach to market the antiseptic cream. Instead of listing the many benefits of the product like in traditional Boroplus ads, this TVC tries to use the two actors efficiently by making them re-enact iconic Bollywood dialogues.
The TVC opens with Amitabh Bachchan and Kangana Ranaut at a movie set where an almost star-struck Ranaut is asking Bachchan to re-enact some of her favourite Bollywood dialogues. While the senior actor complies with her first request of the famous dialogue “Rishtey mein toh hum tumhare baap lagte hain..” from Shahenshah, her later requests are turned down by him, saying they are not his dialogues.
When Ranaut continues bombarding Bachchan with more requests, Bachchan asks her if she thinks he is like Boroplus. Until this point, it is difficult to guess that the TVC is advertising an antiseptic cream. However, at this point, the ad very smartly introduces the brand’s message when Bachchan says that he cannot play the role of all actors, the way Boroplus can take on numerous roles.
The viewer cannot help but smile at the camaraderie that the two actors seem to share in the ad. It makes the best use of the screen presence of both the actors to make its point heard. The viewers connect to Kangana instantly as they would have probably acted the same way in front of an actor like Amitabh Bachchan.
About the Show
Each week, the half-hour show ‘From Logo to IMPACT’, co- produced by exchange4media and Bloomberg TV India, brings together top CMOs, ad gurus and agency heads to provide an in-depth analysis of the hottest trends and news in the ad-media-marketing space. Its focus is on the new age economy and new entrants in the advertising space. The show is aired on Bloomberg TV India at 10.30 pm every Wednesday, with repeat telecasts at noon on Saturday and 6.00 pm on Sunday.
