hat happens when four Indians from four different regions unite for the same cause? They raise a laugh riot. Holds true also for Elf Lubricants. It has used animated characters from different regions of India for its latest four-ad television campaign for Elf moto 4 Gold. Adding spunk to something as mundane as engine oil are Satvinder, Tiger Thangrajan, Misraji and Mr Lele, the four animated characters who extol the virtues of the brand in a series of TVCs that broke on television recently.

The brief given to Ambience Publicis, the agency on the account, was to convey the brand�s claim of increasing the life of a two-wheeler engine. Explains Pushpinder Singh, national creative director, Ambience Publicis, "Since we were communicating to a younger lot of conusumers, between 18 and 30 years of age, who drive 4-stroke bikes, it was critical to convey the message in an interesting manner." ... more