3M brand Scotch-Brite has come up with a new TVC that has been conceptualized by Grey’s Bengaluru office. This is a move done to re-launch the Scotch-Brite Scrub Pad. As per an official statement by Grey Group, the agency’s starting point was to indentify the singular benefit and elevate it. This research revealed that the prime benefit was the long life of the scrub pad.
The TVC features a young woman washing dishes by a well that seems like a forest. It shows an old man walking to her and asking her for water, and she happily providing him with some water. After drinking it, the old man turns into a divine creature with the accompaniment of a thunder. The main is also flanked by a couple of female assistants.
The lady made the moment of distraction on his part tough and lands the wish not on her but on the scrub that she is using as one of the assistants blows a kiss. This turns the scrub that she is using into Scotch-Brite and it gets a long life. The humor is accentuated by the treatment and context that are mythological and the brand’s assurance of ‘Lamba chale’ (long lasting).
Grey group Bengaluru’s Executive Creative Director, Ram Jayaraman stated that the Scotch-Brite Scrub Pad is not only the category leader, but also the category itself. It is the only scrub pad with stain cutters with the innovative Alox particles that treat dirt as dirt. This pad can last longer than the other green pads as it has a divine miracle. The firm is quite respectful and entertaining as well.
The Country Business Leader, Consumer Business Group, 3M, Sanjit Satapathy stated that they have a superior product. The Scotch-Brite Scrub Pad with stain cutters and a distinctive S shape has a long life. They needed a luring way to communicate this advantage to the customers and Grey came up with the beautiful yet funny script that was liked by all.