StrawberryFrog India self-censors Spykar Deodorant spot to poke fun at traditional ads

StrawberryFrog India, has launched a new campaign to reignite a passion for Spykar.

“This brand is incredible and we want our advertising to be as loved as the product,” says Scott Goodson, Chairman of StrawberryFrog. “Breaking the boring pattern of deodorant advertising will not only build greater momentum for the brand, it will lead to growth, new customers and a bigger business.”

VIEW THE SPOT

Deodorant brands always talk about sex appeal through their commercials. In this cluttered category, StrawberryFrog India was tasked with the challenge to launch Spykar deodorant – in a disruptive way. SFI decided to create a movement with the message “Live Censored”. The commercial shows the male protagonist on the streets of sunny London enjoying a “Censored” experience with one girl after another.

The twist here is in the format. Through clever use of pixels, the commercial self-censors saucy scenes while poking fun at the category and the moral police.

RajKamble, CCO, StrawberryFrog India, feels that the commercial will make an instant connect, “We’ve decided to have fun with pixels to create a rebellious campaign to support the ‘living censored’ idea. I think the youth of our country will love it because it’s daring, different and naughty, yet within the imposed rules. Our hope is that this will be their movement.”

Sanjay Vakharia, Director at SpykarLifestyles, says, “Spykar has always been an edgy youth denim brand. With our foray into deodorants, we wanted to push the envelope and take our imagery to a whole new level. The brand remains contemporary and highly stylized, with relevant category cues worked in. But when it came to the advertising, we were very clear -Lets create a conversation, not just a commercial”

The TVC is breaking across India and a longer edit will hit the digital space soon along with social activations around the theme “Live Censored”. And yes, for the above 18 year olds, there is an “uncensored” version too.

Credits:

Producer: Chris Gane