Scotch Brite: Blessed to Last

The homecare brand has launched a new ad, flavoured with humour and surprise, establishing why its scrub pads last really long.

Homecare brand Scotch Brite, owned by 3M, has launched a new TV commercial, pitching its scrub pads as 'really long-lasting'. The creatives for the TVC have been developed by Grey India's Bengaluru office. With this campaign, Scotch Brite hopes to establish its superiority in the category, while engaging the viewer.

The advert shows a woman busy with chores interrupted by an old man asking for water. The video stands out with its humourous content delivered by innovative narrative and idea. The mythology-like tale of a woman's fate, who is almost blessed with a long life, only to be denied the boon by a twist in the story, has garnered more than two lakh views on YouTube (since June 25). The ad will soon be out on TV in multiple languages.

Sanjit Satapathy, country business leader, consumer business group at 3M, comments on the video, "We needed an interesting way to communicate the long lasting benefit of our product, and our agency brought this out quite beautifully with their funny, quirky script that all of us liked. The result - a very interesting TVC communicating the product benefit in a way that is unique to this category."

Grey India believes that the creatives move away from the clichéd uninspiring depictions of hardwork that the category was known for and does something unique and clutter-breaking. Dheeraj Sinha, chief strategy officer, Grey South & South East Asia, says, "We are talking about a low-involvement category and hence the attempt is to deliver the message in an interesting way. We wanted to take the narrative out of the drudgery of the kitchen sink, where most of the current category communication resides."

The narrative of the ad, which stands out distinctly, is written by lyricist Swanand Kirkire, and sung by Hamsika Iyer. Like Minded People is the production house behind the execution.

Emmanuel Upputuru, founder and creative chairman, ITSA, calls the ad a promising one. "Many a times, low interest categories like these take themselves too seriously and, therefore, make ads that are very serious and technical. This one goes against that grain," he observes. He adds that the ad will strike a chord with viewers, as it highlights the proposition in a memorable way.