In 2003, HLL decided to revive their 30-year-old gel toothpaste brand Close-Up. Close-Up had little attention and sales were stagnating.<\/p>\n\n\n\n
This was also the time when advertising for toothpaste had become staid and boring. Most kinds of toothpaste showed dentists, germs attacking teeth and talked to mothers.<\/p>\n\n\n\n
O&M was brought in to give the brand a fresh perspective<\/p>\n\n\n\n
And they positioned the brand differently with a new set of creatives. They decided to target youngsters between 20 \u2013 30 years old. And used freshness as the proposition.<\/p>\n\n\n\n
The new creatives had a simple message. Close-Up would give freshness which in turn would give them the confidence to get close to others (read opposite sex). It was a new execution of the regular girl-boy story created by Sagar Mahabaleshwarkar and Pushpinder Singh.<\/p>\n\n\n\n
The Chetan Shashital sung jingle was in a nasal tone and had the semblance of a Bollywood song from the CH Atma\/ KL Saigal eras.<\/p>\n\n\n\n
Kya Aap Close Up Karte Hain talked about the positives of using Close Up and the negatives of not using it.<\/p>\n\n\n\n
The whole commercial (also radio) tickled the interest of the audience because of its unusual jingle, although in pre advertising research the song was rated, only average. However, O&M was insistent and later, the jingle became extremely popular.<\/p>\n\n\n\n
Prasoon Pandey shot the film.<\/p>\n\n\n\n