marico protect
Surfaces Talk
Capabilities:
From singing while washing our hands to disinfecting our groceries, Covid-19 has fundamentally changed how we feel about hygiene and cleanliness. But many brands jostled to capitalise on consumers’ anxiety around the virus, all shouting about their effectiveness statistics and ultimately morphing into the same drone of generic brand-speak.
We decided to go for a more light-hearted and reassuring approach.
This is the story of how we cut through the cleanliness claims and quieted consumer qualms.
In the wake of a global pandemic that sent consumers concern off the charts, hygiene products had flooded the market. Marico Protect needed a way to differentiate.
Instead of fanning the flames, we shushed them.
The situation in India was pretty bleak and we didn’t want to add to the gloomy consensus. Nor did we want to pile on our own percentage promises to the category.
So we handed the mic to those suspect surfaces in a series of 5 films: from a car and toilet seat to a back-pack and a work desk. All complained about being touched, sneezed and (gasp) coughed on.
Marico Protect to the rescue, confidently spraying the surfaces and swooping in to shuuuuush the day.