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Activity:  4 comments  427 views  last activity : 07 06 2010 20:18:04 +0000
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Tale of Nirma and the Obidient Puddle!

Nirma- the brand popular in middle-class homes of the country, launched the "Obedient Puddle " Ad.  In the recent past the brand made the not so impactful - 'underwater' commercial, which showed dancers moving with flowing fabric - a metaphor for clothes being washed in a bucket.  An important point in the ad was that it did not use the iconic Nirma jingle. This was a first since 1982, when the first Nirma ad was made.

The current Ad on air talks about the dirt tackling properties of the detergent, as well as use the legendary 'Washing powder Nirma' jingle, composed by Vedpal.The ad opens on the shot of a vehicle rolling into a puddle. A large amount of slush is about to fall onto a woman who is passing by. But just as the slush is ready to land on the woman, she sternly turns towards the puddle. Pointing her index finger at the slush, she says, "Nirma. Washing powder."

The slush pauses, surprised at the woman's words. She continues with the words of the jingle, in a firm tone and without any music, and the slush begins to feel threatened. Finally, she walks away untouched by the slush, which plops back into the puddle, much to the surprise of the onlookers.

The special effects of the puddle was  created by a Singapore based VFX artist. The film was shot in Pushkar, Rajasthan and the puddle was added later.


The puddle was first created of a wire frame. However, in order to create the wire mesh, water balloons hanging from a rod were burst with nails and studied, so that the correct mesh could be made. Given that water doesn't have shape or form, it was more difficult to animate water; and the process took about a month.


 Top Comment : Ashish Chowdhary   | 01 08 2010 10:49:45 +0000
I feel conceptually the ad is quite striking but something about the execution leaves much to be desired. I mean just look at the Fevicol Ads, every concept of theirs has been bang on!
 
4 comments on "Tale of Nirma and the Obidient Puddle!"
  Commented by  Kanikaa Dutta, Marketing, Hindustan Unilever    | 01 10 2010 19:01:30 +0000
Hi! I totally agree with you guys...the Ad does have something "missing" and the argument put across by Arunangshu is absolutely right.  Nirma is biting more than they can chew.  Going and making such strong claims seem just like the "Axe" ads which claims that by applying the product one would be irresistible to the opposite sex.  Nirma was and is popular only in the mid-market segment, with this Ad they probably want to enter a league which is well dominated by Ariel or Surf Excel....I don't think this Ad will have a long shelf life!
  Commented by  Arunangshu Choudhury, Agent, L.I.C    | 01 08 2010 15:42:19 +0000
Nirma is a mid-market brand known more for value for money rather than its cleaning prowess.I feel that through this ad the makers have bitten off more than they could chew.By claiming such superlative powers for what is well known as a mid market brand the creators may cause the target audience to turn Circumspect.There is a clear disconnect between what this brand has represented all along and what is being shown through this advertisement.
I agree, something is missing.. fevicol ad r too good espacially the recent one - 
  Commented by  Ashish Chowdhary, Sales Promotion Manager, An advertising and media firm    | 01 08 2010 10:49:45 +0000
Rating : +1 
I feel conceptually the ad is quite striking but something about the execution leaves much to be desired.  I mean just look at the Fevicol Ads, every concept of theirs has been bang on!  
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