Set Wet and Taproot Dentsu India release new deodorant range films starring Ranveer Singh

Set Wet has launched its brand new deodorant range with a series of films starring current heartthrob Ranveer Singh. Conceptualised by Taproot Dentsu India the films bring to life the antics of the charmer next door.

VIEW YOGA SPOT

VIEW METRO TWO

VIEW AWARD SPOT

VIEW GUN SPOT

Created as a series of films, the first phase of the campaign breaks with ‘Yoga’ and ‘Metro’. ‘Yoga’ opens on Ranveer Singh in the middle of his morning routine in his bathroom, spraying himself with the new Set Wet Cool avatar deodorant. He beckons to himself in the mirror. The film then cuts to an instructor in the middle of a Tai-chi (a form of exercise) class. She looks up as if she’s realised something and then notices Ranveer a few steps away. He doesn’t seem to be following the steps accurately, so she moves closer to correct him. As she takes a step in his direction, we see Ranveer suddenly gesturing a ‘time-out’ with his hands. The girl looks startled by his sudden motion and we see Ranveer continue to gesture something with his hands. Using one fluid motion, he gestures a saucer, a cup and then to the instructor and away, asking her out for a cup of coffee. The instructor realising his offer, doesn’t look very impressed and walks away. Ranveer looks a little ‘heartbroken’ but right then the instructor turns and gives him a big, acknowledging smile. Ranveer is elated and celebrates with a small jig, continuing with his class. The packshot appears and the VO says’ New Set Wet Deo’ followed by the brand message ‘Sada Sexy Raho Dear!’

‘Metro’ opens similarly on Ranveer in the middle of his morning routine, this time spraying the new Set Wet Mischief Avatar deodorant. We cut to a girl standing in the middle of a metro compartment. She looks up, like she notices something and we see Ranveer standing next to her. As the train pulls to a stop, Ranveer suddenly takes in a big, audible gasp of breath, his cheeks puffing out as he’s holding his breath in. The girl looks at him, a little taken aback, wondering what he’s up to. The train stops at the station and as people flood out, Ranveer lets out his big breath of air, almost like he’s blowing people out of the train. The girl watches on and the fellow commuters turn back in amusement, realising what Ranveer is doing. Once the compartment empties, Ranveer goes over to the door and holds it open gallantly for the girl standing next to him to walk out. She gives him a dazzling smile as she walks out and he looks on smitten. The packshot appears and the VO says’ New Set Wet Deo’ followed by the brand message ‘Sada Sexy Raho Dear!’

Taking forward the brand promise of confidence and self-assuredness, the longer films will be supported by 2 quick shorties. ‘Award’ and ‘Gun’ which focus on Ranveer inside his bathroom using the can of Set Wet deodrant in overly dramatic, playful and imaginative ways – one where’s he’s pretending to accept and award and the other as if he’s in a mock-shootout.    

Anuradha Aggarwal, Chief Marketing Officer, Marico said “Brand Set Wet was re-launched with a new positioning a year ago which has worked well for hair gels. With this re-launch, we have aligned the Set Wet Deos to the new archetype. We have completely refreshed the deodorant mix. Team Taproot Dentsu has managed to strike a fine balance between extending the gels positioning and making Deos stand out in the cluttered deodorants market with a fresh life of its own.”

Pallavi Chakravarti, Senior Creative Director, Taproot Dentsu said, “With new fragrances, new packaging and a new brand ambassador Ranveer Singh, Set Wet Deos was hitting the market in an all-new avatar. So we in turn refreshed the Sada Sexy Raho platform, showcasing a guy who turns on his own unique brand of playful charm, confident in the knowledge that he’s smelling great. The fact that his showmanship is as much for himself as it is for others, keeps the campaign aspirational and relatable at the same time.”

Credits –

Producer – Ameya Dahibavkar