Italian confectioner Perfetti’s new ad for its breath freshener, Chlormint, is an irreverent shtick. And brothers Salman Khan and Sohail Khan who feature in the TVC, have got it down pat.
Chlormint’s other campaigns, too, had the tagline “Dobara mat poochhna” (don’t ask again). The latest campaign plays on the same theme, implying that having a Chlormint is almost like a custom — it must not be questioned.
“The brand missive remains as irreverent as ever. The fact that we have Salman and Sohail in the communication makes it that much more entertaining,” says Perfetti Van Melle India’s senior marketing controller Nikhil Sharma. The brief given to McCann Erickson — Perfetti’s ad agency of ten years — was that the TVC must stay true to this positioning.
At the same time, Perfetti needed to ensure that the thought of “Dobara mat poochhna” gets a new dimension. With that in mind, it appointed the actor brothers to endorse the brand. “In a country where cinema is religion, Salman Khan is a superstar. He embodies qualities such as a machismo, a devil-may-care attitude, and charm and light heartedness at the same time. Brand Chlormint embodies all these qualities, thus making Salman and Chlormint a great combination,” says Sharma.
“Besides, we believe Salman and Sohail have a great chemistry together. The humorous execution stays with consumers long after the ad,” he adds.
The TVC, shot by Black Magic Motion Pictures in Mumbai’s Film City, took about two days to make. It is slated to run across all major channels for about four-five weeks. In addition to that, the ad will also be heard across radio stations.