MUMBAI: HE Deodorants has come up with a new advertising campaign for its latest offering - HE Magic Duo. The new product comes with two distinct fragrances in a single pack. The campaign positions the brand as a true innovator that has brought a very fresh and unique concept in the fragrance industry, thus breaking the clutter.

Conceptualised by FCB Ulka , Mumbai, the 3-film series is based on young protagonists found caught in tricky situations, where bizarre lies are the only way out for them. The phrase “God Promise Bro” very efficiently and convincingly helps unveil the product in the films and adds a fun memorable moment for the audiences.

Speaking on the campaign, Emami director Harsh Vardhan Agarwal said, “The deodorant category in India is highly saturated and cluttered. With the presence of multiple players, it is becoming increasingly difficult to break through this clutter and stand out. HE as a brand has a strong legacy of differentiation from the very beginning. We believe that HE Magic Duo with its breakthrough packaging is going to create a stir in the consumer mind space.”

FCB Ulka, Mumbai president Kulvinder Ahluwalia said, “It is invigorating to work on a new client and chart a new path for a brand. Our first campaign with Emami for HE Deo’s is a perfect example of this.”

FCB Ulka national creative director Keigan Pinto said, “This project has been a dream right from the get-go! The big idea came from the fact that when you hear that one deo bottle has two distinct fragrances, you are bound to react with disbelief.”

The campaign is running on major Hindi, Bengali, Tamil, Telegu, and Kannada TV channels. The TVC is also being endorsed on popular social media platforms like Facebook, YouTube and Instagram and have other 360 extensions.