Conceptualized by Lowe Lintas Kolkata for online media, the initiative indulges in light-hearted material to carry home the critical issue of health and safety. As the government continues to loosen locking prohibitions across the world, and people are increasingly braving about the safety of their homes, Dollar Companies Limited has embarked on a new line of anti-viral items. To advertise exclusive ‘anti-viral’ items on the Indian market, Lowe Lintas Kolkata has built an amusing advertisement for its collection of anti-viral masks.
Speaking on food creativity, Vinod Kumar Gupta, Managing Director, Dollar Industries Limited, said, They have been collaborating with HealthGuard, Australia’s global pioneers – who have been engaging in research and development of preventive science technologies against all kinds of anti-microbial and anti-viral agents over the last three decades. Equipped with this global technology that guarantees 99.94 percent productivity toward Corona Virus, They have taken it upon themselves to be the pioneers of a full anti-viral collection of caps, briefs, and jackets in the dollar portfolio.
The advertisement developed by Lowe Lintas for online media uses light-hearted videos to bring home the critical issue of health and safety. The campaign film opens with the groom making it to his wedding on his own for fear of transmitting the infection. In a surprising series, the bride-to-be shuts the door on his normal masked face and rebukes him for taking along the whole baraat (wedding party) of the virus. It brings home the argument that no matter how hard we try, ordinary masks can’t deter the virus from going home with us. Dollar’s anti-viral masks have a defensive coating that destroys the lethal virus as soon as it comes into contact, keeping the wearer safe from the virus’s clutches.
Speaking of the initiative, Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas points out, “We see this as a disguise that can shift the discussion. Although people were worried about protection as they walked out, Dollar decided to stress the importance of being safe when going home. And so our thought was born-Don’t bring home the virus. An idea that is true to the new spirit of Wear the Change of Dollar. The campaign is being marketed through the online channels of the brand.