A cricket-themed May campaign from Indian additives brand Silvin leveraged spiking interest in the sport during the KIPL 2022 season and was spearheaded by a hero spot featuring a team entirely made up of wicketkeepers – complete with with comic run-ups in full pads and chaotic scenes as wicket-keeper gloves fly everywhere.
The film, conceptualised and developed in harness with agency DDB Mudra, promotes Silvin’s status as one of India’s leading, lead-free additives manufacturer and suppliers of PVC (polyvinyl chloride) and CPVC (chlorinated polyvinyl chloride) products with a focus on providing pioneering solutions to help produce PVC & CPVC pipes and pipe fittings under its Super1Pack brand.
The campaign, which launched on 6 May and urged viewers to ‘enjoy the magic of right combination with Silvin’, ran across social media and digital platforms.
“We strongly believe that brands are built through engaging and effective story-telling – whether they be consumer-facing or industrial in nature,” explained DDB Mudra Creative Head Pallavi Chakravati. “The Silvin campaign, created by our Ahmedabad office is a prime example of us realising that belief through a light-hearted execution that lands the product benefit sharply via a metaphor that is universally understood.”
“The PVC/CPVC industry is highly dependent on self-compounding when it comes to additives that are crucial to manufacturing process,” said Silvin Director Jagat Chokshi. “At Silvin, we achieve the right combination of additives through customisation and innovation, which is not only cost effective for our clients, but is also environment friendly.”
The campaign was created for Silvin by a team at creative agency DDB Mudra Group which included Creatives Pallavi Chakravarti, Kapil Ojha, Vinayak Dubey, Yashasvi Agrawal, Account managers Anurag Tandon, Shekhar Pandey, Mahaveer Singhal, plus Deepika Paryani and the director was Vaibhav Kerlekar.
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