BoroPlus's mother company Emami is reported to generate approximately Rs 1000 crore (US$225 million) in annual sales from a range of skincare and fairness creams and hair oils.
Everest Brand Solutions has unveiled a minute long thematic campaign for BoroPlus in India. The commercial also calls on the star power of actor Amitabh Bachchan to promote the flagship brand of FMCG giant Emami in the country.
The agency has partnered with award winning film maker Raj Kumar Hirani to create the ad based on the concept of Kaala Teeka, a ‘black mark’ that Indians apply on their cheeks to ward off evil for children.
Harsha Agarwal, director of Emami, said, “Our brief to Everest had three components - the functional component which involved emphasising Boroplus Antiseptic cream’s 36 hour moisture offering, its deeper penetration and nourishment; the heritage part that was about its 50 crore user base; and obviously our brand ambassador, Amitabh.”
For the BoroPlus commercial, the agency has created a ‘safed teeka’ (white mark) to keep people safe from the dry winter weather. The TVC was shot in nine locations across India over ten days.
D Rajappa, president of Everest said the project resonates as "an anthem for the brand".
Project Boroplus Ka Safed Teeka
Client Emami India
Creative agency Everest Brand Solutions
Chief creative director N Padmakumar
Creative director Pramod Sharma
Copywriter Sahana Prakash, Sandeep Gaur
Agency team Kenneth Rodrigues, Himanshu Kosambia, Nikhil Kapoor, Satyen Parabs, Sachin Bharadwaj
Media agency Prachar
Production company Canvas Films
Music director Shantanu Moitra
DOP KU Mohanan