Wipro Unza’s SAFI brushes on humour in oral care ad

Wipro Unza has launched three TV commercials for its toothpaste brand SAFI, taking on a humourous “moral” care angle. This was with the aim to deliberately contrast with traditional oral care advertising prevalent among other known toothpaste brands.

Conceptualised and produced by Contract Communications, a subsidiary of J. Walter Thompson (JWT) Malaysia, the commercials also run online. The spots feature different scenarios in which characters’ tempers are tested to the limit. As their anger builds toward a verbal tirade, a giant SAFI toothbrush appears out of the blue to clean their teeth. Immediately, their mood is refreshed, and shows their patience and teeth becoming stronger for the experience. The voice over states “Strength your teeth. Strengthen your manners.”

Watch the spot here:

“SAFI may be a smaller brand in the toothpaste category, but it has a heritage and home-grown appeal that connects with the Malay Muslim consumers. To stand out from our larger competitors, we wanted a campaign that people could identify with in a humorous way, and we think this creative work from Contract Communications definitely brings a smile,” Sriram Krishnamurthy, chief executive Wipro Unza (Malaysia), said.

“Knowing we couldn’t outspend the major toothpaste competitors, we had to play smart using the key insight that consumers see very little brand differentiation in this category. So using the key benefit of Habbatus Sauda, we came up with this campaign which also has an injection of humour to make it more relatable to this audience group who enjoy a good laugh,” Saurabh Saksena, MD, JWT Group, Malaysia, said.

He added that with major players all taking the similar scientific tone in their advertising, some lightheartedness would prove to be “a breath of fresh air”.

Managing director: Saurabh Saksena
Business director: Janet Yap
Planning director: Bhaskar Thakur
Creative director: Hasnah Mohammed
Creative group head: Mandar Waikar
Senior AV Producer: Vincent Tja
Account Director: Nancy Khoo
Account Executive: Jensen Wong

Wipro Unza (Malaysia)
Chief executive: Sriram Krishnamurthy
GM, marketing: Pan Choi Yen
Marketing manager: Mahsuri Sulaiman
Product group manager: Tan Say Ong
Senior product executive: Cynthia Alexander

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