Nirlep returns to ATL ads for Acilis cookware in India

McCann Worldgroup is behind this campaign promoting its Acilis cookware, designed with a slot to keep the spatula on the pan lid along with soft-grip handles. 

“Acilis is targeted to a woman who has an active life beyond the household and probably has hired help in the kitchen,” said Sanjay Shindgikar, marketing director at Nirlep.

“So when she does cook herself, which she does when she wants to dabble in something new or exotic, she would prefer an experience to match,” he added.

The TVC is based on a conversation between a man and his Acilis pan. He pays the pan a compliment which his wife mistakenly thinks is directed at her. “You are too good for this kitchen,” he says to his pan.

Prasoon Joshi, India executive chairman and regional ECD for McCann Worldgroup APAC, said, “Nirlep is an iconic brand, and for a new top-end range it has been our endeavour to peg it to international standards, in terms of thought and imagery.”

This campaign marks the return of Nirlep to ATL communications after three years of absence.

Credits:
Project Acilis campaign
Client Nirlep Appliances
Creative agency McCann Worldgroup
Creative director Ryan Menezes
Business director Mohit Ahuja
Films F. Zaheerali
Production company Highlight Films
Director Sunhil Sippy
Exposure: TVC, press