Agency Network: 
Published/Aired: 
July 2010
Nirma Shudh Salt:  Heat
Nirma Shudh Salt Print Ad -  Heat

Description

Print advertisement created by TapRoot, United Kingdom for Nirma Shudh Salt, within the category: Fashion.

Caption

The one that kills the heat. Nirma Shudh Salt.

Advertising Agency: Taproot India, Mumbai, India
Art Directors: Santosh Padhi, Pranav Bhide
Copywriters: Santosh Padhi, Chintan Ruparel
Illustrator: Pranav Bhide
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MindDrift's picture

Personifications are no longer funny.

MindDrift
Activity Score 1164
Art Director
pez's picture

Who tell you that?

pez
Activity Score 1804
Creative Director
MindDrift's picture

They are overused. It's the laziest concept. Talking animals, walking objects... so boring. This is the age of insights, not cartoons.

MindDrift
Activity Score 1164
Art Director
pez's picture

Maybe gorilla-drummers and other stuff aren't out of age, maybe the insight needs a walking object or stupid cartoons, like this gold this year in Cannes http://www.canneslions.com/work/cyber/entry.cfm?entryid=3553&award=2...

pez
Activity Score 1804
Creative Director
Guest's picture

My dear, that one had an idea. In fact it's more than an idea, this one unfortunately doesn't.

Guest
pez's picture

That's what I tried to say darling... It's not about execution, it's about ideas...

pez
Activity Score 1804
Creative Director
Guest's picture

not impressive at all

Guest
Guest's picture

love the illustrations.. nice concept.!!

Guest
ashish7's picture

phaduu illustration man

ashish7
Activity Score 34
Art Director at mumbai
Hiperion's picture

Great execution for a simpleton concept.
Not work for me.

Hiperion
Activity Score 3138
Creative Director at zinkproject Valencia
Mju_'s picture

Neither the concept nor the art appeals to me.

Mju_
Activity Score 174
Guest's picture

TG is Award jury and not the end consumer

Guest
Guest's picture

looks like nobody got the insight. surprising no indian bothered to clear it out either.

anyway, here it is:

in india, we use a lot of spices in our food. even the finest cooks can sometimes go overboard with the spices. In such times, salt plays a great catalyst, leveling the taste by killing off the overused component (lemon, chilli etc.)

Moreover, these ads refer to stories from the indian mythology where god-like forces killed the evil ones for common good.

google these and you'll know: 'hiranakashipa' and 'ravana killing'.

This campaign was shortlisted at the one show this year.

Cheers.

Guest
Cube's picture

Thanks for explaning, makes more sense now.

Cube
Activity Score 458
Guest's picture

SCAM WHICH NEEDS EXPLAINING WITH AN ESSAY MEANS BAD SCAM.. BUT AWESOME ILLUSTRATIONS THOUGH!

Guest
Guest's picture

Still doesn't make much sense really. It's a long shot. Why not have a body copy instead? :P

Guest
velle's picture

wouldnt this have worked better in India than in the UK... unless of course, the ad is in an Indian newspaper targetted at British Indians who would appreciate the history. I know there's a big Indian community in the UK, but it's still a minority. not being indian (though, not in UK either), I'm a little scared off by the violence in this one ad in particular :/
personally, i think it's GREAT - if one gets it.

ooo - and congrats on the one show shortlist. it's well-deserved!

PS:

velle
Activity Score 1550
Copywriter
Guest's picture

No idea. They have just executed the proposition through personification, which is over used. Nice illustration though.

Guest
Guest's picture

I really hate the user comment aspect of this site.
The comments are rarely constructive, usually coming from an uninformed perspective, and often snarky and mean-spirited. Pretty much across the board.

Guest
mockingbird's picture

very well said! i completely agree!

mockingbird
Activity Score 238
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