Grey Bangalore's new campaign explains the legend of Scotch-Brite's incredibly long life

Scotchbrite.jpgScotch-Brite, a 3M brand, has been in India for over 26 years creating products that solve genuine consumer needs in the homecare space. Their diverse range of offerings include scrubbers, mops, wipes, sponges, brushes and more. Scotch-Brite has truly become synonymous with the home care category for scrubbers and is trusted by millions of households across the length and breadth of the country.

This new campaign, via Grey Group Bangalore, is to re-launch Scotch-Brite scrub pad, a unique wave-shaped scrubber with the power of stain cutters. In a low involvement category with very little perceived differentiation and where many small players with similar looking green pads exist, it was important to communicate the superiority of the Scotch-Brite scrub pad. Hence the agency's starting point was to identify the one singular benefit and elevate it - its long life.

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The TVC has a humorous and exaggerated twist to how Scotch-Brite acquired its quality of long life. 'The Legend of Scotch-Brite' depicts a woman washing utensils when an old man comes and asks her for some water. The old man then transforms into a divine being and pleased with the woman's generosity of spirit, asks her what request she would like. The woman wishes for a long life.

Ram Jayaraman, Executive Creative Director, GREY group Bangalore says, "Scotch-Brite Scrub Pad is not just the category leader, but is the category itself. It's the only scrub pad with Stain Cutters - innovative Alox particles that treat dirt like dirt. This pad lasts so much longer than other me-too green pads that it feels like a divine miracle. The film is a respectful - albeit entertaining - attempt to demystify the legend."

Sanjit Satapathy, Country Business Leader, Consumer Business Group, 3M says, "We have a superior product. Scotch-Brite Scrub Pad, with stain cutters and unique s-shape has a really long life. We needed an interesting way to communicate this benefit and our agency, GREY, 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."

Dheeraj Sinha, Chief Strategy Officer, GREY South & South East Asia says, "The focus of the communication is on the benefit of long lasting. This is possible because of 3M's superior technology. But we are talking about a low-involvement category, 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"

Credit
Company: 3M India
Agency: GREY Group, Bangalore
Creative:
Executive Creative Director: Ram Jayaraman
Senior Creative Director: Mark Flory
Copywriter: Aina Mathew
Account Management:
Vice President & Business Head: Vishal Ahluwalia
AVP & Director Client Services: Amarendra Singh
Sr. Account Executive: Varun C
Account Planning:
AVP & Director Planning: Ajay Ravindran
Senior Planning Manager: Barsha Chakraborty
Films Team:
Sr. Vice President - Films: Samir Chadha
Director - Films: Sharad Shinde
Production House:Like Minded People
Director: Piyush Raghani
Executive Producer: Ruchi Mehta
Producer: Puneet Bhatia
Music: Sameeruddin
Lyricist: Swanand Kirkire
Singer: Hamsika Iyer
Client Team:
Country Business Leader, 3M Consumer Business Group: Sanjit Satapathy
Group Marketing Head, 3M Consumer Business Group: Siddhesh Borkar
Group Product Manager, 3M Homecare: Srinivasan MS

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