Advertisement Analysis - Boroplus; Asian Paints; Skoda Octavia

BoroPlus – Safed Teeka

Emami Group's flagship multipurpose cream brand, Boroplus is in leadership mode. In a new ad campaign released for the onset of winter, the brand has attempted to move beyond functionality, and form an emotional connect with people across India.

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In July 2010, Everest Brand Solutions was handed the Boroplus account with a view to position it as a multipurpose cream, trusted by many across India. Everest played on the traditional Indian belief of a 'kaala teeka' - a black dot applied on the face to ward off the evil eye, and flipped it around. The team has, in its advertising, used the Boroplus 'Safed Teeka' as a mnemonic to symbolize that the cream is the saviour that counters the havoc that winter wreaks on the skin.

Harsh Agarwal, director, Emami, reveals that the brief to Everest was to project Boroplus as a leader brand, trusted by many across age groups and SECs. "Consumers are well aware of its functionality; it was time to elevate the brand towards a stronger brand halo as a natural progression," he says.

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The ad opens on the shot of actor and brand endorser, Amitabh Bachchan applying a small white dot of Boroplus on his cheek, symbolic of the Indian tradition of applying a black dot for protection against evils. One then sees Indians across all geographies and cultures -- from the deserts of Rajasthan to the cold climes of Kashmir; from the backwaters of Kerala to Mumbai roads; from Bengali households and Assamese people to Goan Christians -- applying the white Boroplus dot happily on their faces, as a sign of protection.

The ad concludes with Bachchan saying that 50 crore people in the nation apply Boroplus' 'safed teeka' or white dot to ward off the evils of winter when it comes to their skin. "Taaki sardi ki nazar na lage," concludes Bachchan.

Bachchan has been Boroplus' brand endorser for the last eight years; while actor Kareena Kapoor also endorses the brand. Commercials for Boroplus have largely been in the...