Brite recently released its new television commercial under the tagline of ‘Brite Sab Right Kardega’ and it came out as a nice surprise. Where we were used to seeing detergent brands talking about exceptional chemical compositions to fight stains, Brite took a clean and uncomplicated approach, and focused on Brite being the solution to your laundry-related problems. Simple as that.
The idea behind the ad is refreshingly uncomplicated i.e. Brite makes everything right for you. What also resonates well with the positive vibe of the ad is the confident and easy-going aura of the wife at the end, represented by Ushna Shah.
In their latest communication strategy, you can see them trying to associate happy and positive vibes with the brand, and they have been effective with it. Targeting a younger female population, with the popular celebrity face of Ushna Shah, is a bold step by the brand to change its positioning in the market. Where we can see a comical, humorous side to the advertisement, we also see them communicating the effectiveness of Brite as a laundry detergent.
What’s been conspicuous in the ad is how they’ve kept their production quality in line with their own brand positioning – light and bright. The camerawork is light and uncluttered, with ample use of good, natural lighting and colors. Along with this, the amusing musical track in the background and strategic words in the script (like delight, right) have been used cleverly to communicate their idea of it being the right solution for all laundry-related problems.
It is a well-known fact that people pay more attention to a humorous commercial than a factual and serious one, and hence, something that is entertaining and involves a little fun element can maximize the effectiveness of a campaign. Amidst all the tough competition being faced in the world of FMCG marketing at the moment, ‘Brite Sab Right Kardega’ ticks off the right boxes and can be considered overall as advertising done right.