Set Wet, Marico’s male grooming and hairstyling brand, is wrapping off the year with a completely new digital campaign for its Zyada Sexy line of goods called 2021 Unwrapped.
Set Wet is a brand that aims to restore men’s confidence and make them feel terrific again. Set Wet performs an important function by standing by today’s man and showing his best qualities in order to increase his confidence and self-esteem.
The ad, which stars Instagram phenomenon Ronit Ashra, revisits the year’s most significant events in sports, Bollywood, finance, politics, and news to reflect on a year that was even more unpredictable than 2020.
Hyper Connect Communications conceptualized the video, which sets the events of the day to a whimsical song and lyrics, emphasized by the catchy chorus of Thoda Zyada Ho Gaya.
Ronit Ashra, known for his spot-on impressions of celebrities and public figures on Instagram, relived key moments such as Neeraj Chopra’s Olympic gold, the #VicKat wedding, Bill and Melinda Gates’ divorce, India’s men cricket team’s travails, the rise of cryptocurrencies, and Tesla’s entry into India.
Set Wet’s expanded selection of premium goods became Zyada sexy this year, with fiber wax, pomade, hair spray, clay wax, and mousse crème, making the Indian man zyada sexy!
“2021 was surprising in a lot of ways for a lot of people – and the 2021 Unwrapped campaign reflects that,” Koshy George, Chief Marketing Officer, Marico Limited, stated at the launch.
The famous Set Wet Signature music, along with Ronit Ashra’s humorous antics, creates the ideal year-end anthem that would appeal to India’s digitally native millennials and GenZers.
We’re optimistic that this shareable campaign will increase awareness of Set Wet’s Zyada Sexy line and promote high engagement.
“2020 tak to theek tha, 2021 mein Thoda Zayda Ho Gaya” is a campaign idea that strikes the bullseye with the public’s present thinking and takes a leap with a sticky rap that sums up the year’s major events.
Set Wet has included Instagram phenomenon @ronit.ashra, who is known for imitating celebrities and dressing up as them in a weird way, to add Zyada spice to the notion.
Ronit is a wonderful fit for the campaign because he portrays newsmakers in 2021 and mesmerizes everyone with his mimics and expressions, according to Kiran Khadke, co-founder of Hyper Connect.
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