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Nirma is a heritage brand which has transformed constantly.It has been one of the earliest branded detergent powder in india.As a product it kept on improving in response to the competition and changing customer preferences.Most of us can relate to the ‘NIRMA’  jingle very well.

This jingle and positioning has been nearly constant over the years.Nirma as a brand has enjoyed good position in brand awareness and recall.In recent years it has faced a lot of competition.From Wheel to Tide,the list is long.

Now few days back,a new Nirma ad has been released.It has the same jingle(unchanged) but the way it is delivered is totally different.It has a certain hidden dimensions and positioning to it.

Have a look at the ad

The all smooth happy cheerful Nirma jingle is delivered with a certain attitude.It is not exactly rude or harsh but yes it is delivered in a way that sounds harsh to the pool of mud and dirt.The protagonist points the finger to the pool and reminds it that if it touches her,it has to meet the harshness of Nirma which would finish it.The pool gets scared and doesn’t touch her.

The positioning is that nirma is hard on dirt,so hard that the dirt is scared on mention of it.

After Surf Excel and TIDE ads,Detergent Ads are now no longer constrained to just housewives washing clothes but a little more than that.

Coming back to Nirma.There have been mixed reactions to it.Some people liked it some didn’t.People have not taken the change in delivery of jingle well.

But still,the ad is such that you can’t ignore it as you listen something familiar in a different style.More eyeballs means good ad right ?

Will the ad do the needful  ? Would it bring Nirma in the same consideration set as tides and surf excels ?

What Say ?

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