If you smell like women you will become women, cautions 'Wild Stone Talc' TVC

Homosexuality, as a fashion trend, has been on the rise. Men are swaying away from their characteristic manly traits. Cross-dressing is catching up in the society. And, if Wild Stone is to be believed, men put on talc meant for women. In a bid to get men to pick up the talc that the company is launching in the market, Wild Stone has given a go ahead to the commercial conceptualized by Meridian Communications.

According to the agency, In India, a vast majority of men tend to use women's talcum powders as the purchase of the same is mostly done by women and men's talcum powder as a category and male grooming as an idea is still in its early stages of growth. Thus, ironically in a society where the idea of masculinity is deeply entrenched, male grooming is not a common phenomenon and when it comes to a talcum powder that is primarily used for its functionality, men tend to use those picked by the women in the house.

Therefore, the idea was to create a strong dissonance and convince men that when they use a woman's talc, they will smell like women. And because they tend to smell like women, they will have social encounters that women are used to. To jolt them, humorous situations where a guy using feminine talc is confused for a girl and behaves to act like one, have been incorporated.

I wouldn't want to rob you off the fun, so am not giving away the entire plot or the setting. Just click HERE and see for yourself what the deal is all about.

For Meridian Communications, the creative team comprising of Ajay Gahlaut, Krishna Mani and Pulak Bisht is to be commended