In India, Scotch-Brite scripts 'divine' comedy of error

Grey Group taps Hindu mythology for an alternative history of the 3M brand

3M brand Scotch-Brite Scrub Pad has launched an ad created by Grey’s Bengaluru office touting the durability of the product.

The film features a young woman washing dishes by a well. An old man approaches and asks for water, which she happily provides. Drinking it, he turns into a divine creature and offers her a wish in exchange for her generosity. She asks for long life, but a moment of distraction directs the wish to her scrubbing sponge, transforming it into a Scotch-Brite pad. The theme plays of the brand‘s promise of ‘Lamba chale’ (long lasting).

Ram Jayaraman, executive creative director, Grey group Bengaluru, said, "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, added, "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 and South East Asia, added, "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."

This article first appeared on campaignindia.in.

Credits

Client
Country business leader, 3M consumer business group
Group marketing head, 3M consumer business group
Group product manager, 3M homecare
Creative agency
Executive creative director
Senior creative director
Copywriter
VP and business head
AVP and director client services
Sr. AE
AVP and director planning
Senior planning manager
Sr. VP – films
Director – films
Production house
Director
Executive producer
Producer
Music
Lyricist
Singer

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