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mCaffeine Sends An FIR Interrogation To Goa

Ad Tribe! Bureau2 min read
A police officer relocated to a Goa beach in a deck chair beside the lotion bottle, from mCaffeine’s By The Blues film

mCaffeine has launched By The Blues, a film for its By The Blues Perfume Body Lotion built around an interrogation that keeps drifting to a beach. It stars Gopi from the television series F.I.R. alongside creator Dharna.

  • Brand: mCaffeine
  • Product: By The Blues Perfume Body Lotion
  • Cast: Gopi from F.I.R., creator Dharna, and mCaffeine co-founder Tarun Sharma, who appears in the film
  • Setting: an interrogation room, where the charge under discussion is selling a lotion that smells like the ocean
  • The device: each officer who handles the bottle is cut to a Goa beach mid-scene
  • Claims carried in dialogue rather than supers: the fragrance, and that it moisturises without a sticky finish
  • Close: a pack shot with retail call-outs for Amazon, Nykaa, Purplle, Flipkart, Instamart and Blinkit

Why mCaffeine Borrowed A Television Universe

Because fragrance is the hardest property in personal care to put on screen. There is nothing to show, so most films fall back on a model inhaling at a wrist, which asks the viewer to take the claim entirely on trust.

An interrogation solves it structurally. If the premise is that a product is suspicious, every character has a licence to describe it out loud, and the description becomes the plot rather than a voiceover laid over it.

What The Beach Cut Is Doing

Carrying the claim. The jump from a dark room to a lit beach is the only honest way to render a smell, because it shows the effect rather than the thing, and it reads in the first second of a muted feed.

It also gives the film its edit points. The same gag can be cut to six seconds, fifteen or the full length without losing the idea, which matters more than the hero length for a brand that sells through quick commerce.

What Is Different About The Casting

The co-founder is in it. Putting Tarun Sharma in the interrogation room rather than in a sign-off frame is a founder-brand move that most personal care companies have moved away from, and here it works because the character is being questioned rather than presented.

More on the company at mcaffeine.com. More campaigns.

#brand films#mCaffeine#Personal Care India
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