M&C Saatchi launches Fire Alarm – India’s first interactive film for skincare brand Baby Sebamed

Sebamed is an iconic German skincare brand, developed by a dermatologist and is marketed in 85+ countries globally. Each of its product has a pH value of 5.5 that makes it ideal to be used on a baby’s skin from day one.

Strengthening its positioning that Sebamed pH 5.5 baby products are critical and must-haves for every baby from day one, Scarecrow M&C Saatchi conceived a one-of-its-kind interactive film.

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The interactive film captures some intimate moments of a mother and her baby when the fire alarm goes off. It’s a panic situation. There’s complete chaos. The lobbies are filled with smoke. The mother is panicking too. She quickly picks up the baby and is about to leave when she forgets something. This is when the interactive part begins as the film stops and turns into a 360-degree video. A super appears asking the viewer to choose the three things a mother will pick up before she leaves the house, giving them 30 seconds to choose.

Of the three things a mother picks, if she fails to pick Baby Sebamed products, a message appears “Oops! You have picked the right things but forgot something important.” The video resumes and the mother turns back and picks up Baby Sebamed before leaving.

Manish Bhatt, Founder Director, Scarecrow M&C Saatchi said “Baby skincare is a tough category and the entire project has been a precious opportunity for Scarecrow. But with the group’s ambitious plan for the baby skincare range, making this 360 interactive video turned out to be an inspiring experience for the entire team.”

Shashi Ranjan, Sr. Vice President & Business Head, USV Consumer Products Division said, “We strive to provide an assurance to every mother that Sebamed range of products are made of highest quality ingredients and are clinically proven to be the best for babies, right from day one.

A key part of this process is the strengthening of our brand positioning together with the creative. Scarecrow M&C Saatchi had an intuitive understanding of what we’re trying to achieve and was able to perfectly marry the creative inputs with our thought process.”

Credits –

Team: Rupesh Mandke, Krishna Thakkar, Hadi Patel, Sharayu Mudgat

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