Much debate over the new Nirma underwater commercial created by Taproot India. The debate seems to be about the breakaway from Nirma as it was known (brand name repeating jingle, in your face, mass appeal) to a more subtler expression. There is also some reference to an award winning ad for Ariston – both of which have similar looks & feel.
On the Ariston comparison, it just stops at both of them being set underwater. But that doesn’t mean its a copy. However, the Ariston ad had an idea linked to the size of the washing machine: so deep that you could mistake it for an under-sea experience for clothes. With Nirma, I don’t think there’s an idea.
It looks good and is a commendable effort to shift the tone of the brand. The ad scores on that parameter – it has a nice intriguing build up and looks good. But no brand idea or benefit is conveyed, so I don’t know what they are selling. Which is cool, since it hopefully builds a bridge to the brand’s transformation. And nowadays, mass brands do not need to resort to loud, crass advertising. Thanks to Hindi movies and some advertising, slickness and even under-statement is cool. Overall, I think consumers will like it. Do you?