By A Correspondent
The Co Integrated has conceptualised and executed two TVCs as part of a campaign to introduce Vir MDF from the house of Rushil Decor. The campaign is an unconventional take on Vir MDF’s core proposition with a humorous cinematic portrayal of the product benefits.
Said Akrita Shrivastava, Chief Creative Officer, The Co Integrateed: “The core challenges we face are the misconceptions carpenters, architects and interior designers have about MDF. We needed to create a communication that is entertaining, informative and demonstrative. We decided to create a carpenter duo- one who talks about the pros and the other who talks about the cons of the product. Essentially the film is a creative myth-buster.”
Added Rushil Thakker – Vice President, Rushil Decor: “Being a company with a legacy of more than 25 years we believe in creating and marketing world class products that meets the consumers’ needs. Vir MDF is poised to be the industry leader in its category which will be well supported in terms of product and marketing innovations.