Tide Chhatriman

[Paramvir]

It’s the way we connect to Desi Superhero – Chhatriman!




It’s a story of an ordinary man who is in love with his whites and is willing to go extra mile to protect it, but the problem is his dilemma of his whites getting dirty in monsoon. Do we change the monsoon or his mindset! Certainly the latter! Isn’t it! You, gotcha! I did the same! This man has to rise against these obstacles in order to achieve his mission. Now the question is what should he do? Who will support him in his quest?

Sounds like a plot of a superhero movie? Nope! It’s a new campaign of Tide Plus called ‘Chhatriman!’ Yeah! You heard it right!!

My challenge was to establish the Tide Plus superiority through a cultural-connect that becomes folklore.

Based on above insight, an idea triggered to make Desi ‘Superhero’ who could protect his white shirt with his umbrella in a kungfu style. Certainly none other than our mighty man – ‘The Umbrella man’! The jingle of the TVC was an organic result of the idea, which is sort of a spoof of a Spider man theme song.

I shared this idea with the team and they found it humorous and entertaining. We presented this idea to the client and they felt equally excited and approved it in one go.

It went on to become the most lovable and celebrated Desi TVC not only in Leo Burnett network, but also in P&G. It’s been adopted for three other countries besides winning internal award. It feels really great to connect with even those whom you don’t know. I think that’s the beauty and power of a human insight, which I imbibed from Pops and Nitesh Tiwari during my tenure at Leo Burnett, Mumbai.

It wouldn’t have been possible without their support along with my team Gaurav Lalwani, Sharan Sabhachandani and Kevin Affonso because of whom I received high accolades from my esteemed client.

I was moved when my son told me few days back “Dad, my friends were singing “Chhatriman…Chhatriman…in the class room!”

I think, being a creative, the finesse of ‘connecting with people’ is always rewarding and goes the same with marketer as well!

Buddy of Little Lamb Films directs the film.


Rupesh Kashyap
(Creative Director and creator of ‘Chhatriman’ with Leo Burnett, Mumbai has moved on and now involved in various creative manifestations. He can be reached on rupeshkashyap@gmail.com)

[Anjana Kamat]

Nice one. Dont get to see such stuff in India.

[vikram sharma]

I had seen this commercial and its nice to read the story behind this one....