"Papdi ki chutti, lagao Birla White Wall Care putty" says Lowe Lintas new campaign

Lowe Lintas, has brought out a new campaign called "Tote ko dandruff,' which is a very innovative and humorous way to show how flaking could lead to embarrassing situation as well as spoil the look of the house. The insight was simple - flaking can be embarrassing to the house owner.

In an exclusive chat with Adgully, Arun Iyer, National Creative Director, Lowe Lintas shared the insights of the new campaign.

Speaking about the client's brief Iyer said, "Papdi ki chutti was their main focus point. We had to come up with something that highlights this in way that it creates an impact on the viewers."

On the ideation of the campaign, he said, "The basic idea behind this initiative was to educate the IHB on the use of good quality putty and what it can do to the paint in your house. Since most people complain about flaking after only a few months of painting or repainting their house, the use of a good quality putty was a must."

"Prevent flaking? Use Birla White Wall care putty" was the main punch of the campaign. The agency had some options when it came to the communication of this one thought "papdi ki chutti' ."It could be done in an ordinary way showing just how to prevent flaking / papdi or we could create a buzz around the product in an alternative way by showing how flaking could become embarrassing to the house owner", added Iyer. But the agency came up in a very humorous way with a short film, which revolves around a small town house owner who has a parrot for a pet. He sees white dust fly off when the parrot shakes his head. News spreads like wild fire and people from all over come to see this unnatural phenomenon. It's all over the country. Experts have discussions on the issue, ordinary people deny it, and some think it's all thanks to God In the end it's the parrot that solves the mystery of the dandruff. This leads to major embarrassment to the house owners. The film ends with "ho gaya na popat. Chahiye papdi ke chutti, lagao Birla White Wall Care putty.

Dealing with competition and to stand different was the main concern. Arun says, "Breaking through the clutter was very necessary as other players in the market had already shown how the application of putty enabled easier application of and a smoother finish to the paint." | By Aanchal Kohli [aanchal(at)adgully.com]