The new Nirma advanced is no longer the nice auntie who wants cleanliness at a low price. She is now a young woman who wants her clothes to be clean no matter what. The ad depicts that today’s women have to go through a lot to achieve what she desires. However, the attitude has changed over time and nowadays women dont take things lying down. If they have decided something, they are going to get it, no matter what. Hence the tagline “Jo chahiye, Wo chahiye”.
It is natural that when all other ads are concentrating on the rising power of women, then Nirma advanced, being a product which is bought by women, should also show the strength of women. The presentation of the ad is quite good and the concept hits hard because it is something different.
Storyline – A young woman is shown on the beach trying to stand upside down on her hands. She falls suddenly and then tries standing up again. She does this a couple of times but keeps falling. The camera moves to the place she is trying to stand on and it is filled with scorpions in a sand box. At this point, she is finally able to stand upside down on her hands between the scorpions. The voice over says that new India will not be satisfied unless and until their demands are met. And they will go to great lengths to achieve what they want. The final shot shows that the young woman is actually a dancer and she does somersaults in mid air which she was trying to achieve on the beach. Finally, Nirma advanced shows its new and fresh packaging and the ad ends.
The new packaging of Nirma advanced also shows that the firm is taking marketing seriously now. It was absent for quite some time and they tried recreating the magic with the “Hema, rekha, jaya aur sushma” ad. However, strong messages from Rin, Surf and tide has now forced the hand of Nirma and even this brand will have to come out of its comfort zone and try to gain market share. If Nirma does not continue with strong advertising and marketing, it will soon become a waning brand in the market.