Anushka defies definition of archetypical men and teaches a lesson or two about dirty habits

In a cluttered environment of TV commercials today, we see biggies such as SRK donning different avatars every other day to keep toothpaste brand alive in a highly competitive market while on the other hand someone as tall in stature as Amitabh Bachchan trying to connect with kids for Maggie. Perhaps a few but there exists a cohort that is churning out intelligently thought-after TV commercials that live up to traditional techniques of positioning and are succeeding in carving a niche.

My personal favorite of late has been the campaign by a new brand called Kara in a relatively virgin market of hygiene and personal care for men. The product here in hand is facial cleansing wipes. I first used such facial wipe not so long ago, offered by a female friend, and then a few times on Kingfisher airlines which is sadly flying low these days. Hope its demise is not caused by overburdening cost of these wipes.  

I can recollect my friend’s exact words when she offered me a facial wipe. She said, ‘you will like it for it is wet, cold and fragrant. It will help you beat the heat.’ I too liked it, perhaps for sheer novelty, but would never imagine buying it myself. I always thought wet tissues/facial wipes are meant for women. It is cosmetic essential. Nor did any women I got in contact with ever frowned or stopped me from using my handkerchief for wiping my face. It was never meant to be a social faux pas as blowing your nose, burping, or farting in public gathering would be.

This commercial further pushes the envelope and gives a new height to the concept of Metrosexuality. It is in your face content wherein actress Anushka Sharma presented as icon for today’s brimming with confidence, young women brigade stares into guys face and teach them a new term called ‘DIRTY HABIT’.

The guys have grown-up caring two hoots for what their parents taught them about good and bad habits. A philosophy that defines an archetypical men in our society is “Shero Ne Kabhi Mu Dhoya Hai” / “Have tigers ever washed face”. Now these are the same guys who are being intimidated by same age women. And not to anyone’s surprise there are plenty to follow the path shown by fellow girls.

Going further into the commercial, Anushka brings about a fact that you should not wipe your face with the handkerchief that you use to wipe your arms or neck with. Doing that would qualify you to be stung by dirty habits and cause as much loss as a girl that you desire to marry. I am sure this commercial would not have caught my attention had it been targeted to women.

A new brand one would imagine vies for share in most obvious established market before venturing into a new territory. But, achievers defy the set rules and create their own. Full respect to Aditya Birla Group, owners of brand Kara, and the creative agency to come up with a highly impactful campaign and hitting the nail on its head.

It will not only make men conscious but also wake-up women to this fact. The commercial directly may not hit the TG and get influx of new business; I assume it will have a gradual effect. It is capable of bringing a new air of change in attitudes. I suspect girls to be more receptive of this commercial and they in turn will coax boys to get rid of the handkerchief for face and switch onto using wipes.

However, the only impediment that I see here is a logistical catch. Men on the go do not carry an accommodating purse as women do. They will face challenge in carrying a pack of wipes because the available space in trouser's pockets is occupied by the other three essentials – cash, handkerchief and mobile. It will be farfetched to say that this product is capable of replacing cotton handkerchief for men. I hope this down side has been registered by the propellers of the brand and are looking into it.

All in all a delight for sucker for good ideas and creative execution.