Advertiser: FENA
Agency: INNOCEAN WORLDWIDE COMMUNICATION
Category: Household: Cleaning Products
Advertising campaign: SUNGLASSES
Director: Divya Gopalan
Account Manager: Manish Sinha
Art Director: Ravi Shankar
Account Supervisor: Shobhit Mittal
Executive Creative Director: Saurabh Dasgupta
Brief Explanation
The objective of the commercial was to establish that Fena Detergent offers the whitest wash in the industry. To cut through the clutter of a segment that is filled with products offering the same whiteness, we made Fena Detergent stand out from the clutter and gave consumers a chance to recall the brand in a humorous light.Washing clothes in India is different from the rest of the world. Here unlike other countries we have a specific area where clothes are washed. It’s called the ‘dhobhi ghaat’. People who belong to semi urban towns and those who wash clothes to earn a livelihood, prefer to wash their clothes here. And we wanted to catch the attention of exactly those people. We came up with an idea to showcase to whiteness offered by Fena in a way no one has ever done. The clothes washed by Fena aren’t not just the whitest but the brightest. So much so, that women who wash clothes using the detergent, need sunglasses.Fena Sunglasses Lyrics: In the entire soundtrack , ‘Leh Bhaari’ ("Take this"- in colloquial hindi language) changes to ‘let’s party’ and finally vice- versa.