2013-03-18 09:10:38 - Mumbai, March 15, 2013: Palasa Creative Place, a Mumbai-based agency set up in 2004 by Sandeep Bomble bags the Streax Xenoh Deodrants the adventurous deodrant brand of Hygienic Research Institute Private Limited (HRI).
Streax Xenoh Deodrant gets even gutsier and bolder with their proud association with Palasa launching its new television commercial featuring ace celebrity Rannvijay Singh, Brand Ambassador Streax Xenoh.
Riding on the idea, ‘Live Fearless’ created by Palasa,

Palasa bags Streax Xenoh Deodrants

~Launches its new TVC ‘Live Fearless’ with Fearless Ranvijay Singh~

the new TVC is about the difference and a chase between a group of guys and a single fearless guy. It’s about the decisions that this single protagonist featuring Ranvijay takes with confidence in his stride.
The new TVC highlights the way Xenoh deodrant adds to one’s personality. The basic message is to convey that if you are fearless, you get things your way. At the same time, through this commercial the new Xenoh variant – Night Out is introduced.
Speaking on the idea and the concept behind the commercial, Sandeep Bomble, Founder & Creative Director, Palasa Creative Place commented, “The thought was to portray that the attitude

of the man lies in his confidence to face the world. Also we had debates on things that impress women and we came to a conclusion that no doubt good looks, roses, letters, etc are known to impress them but today women seek beyond these things. They look up to men who are fearless and confident. Thus, Palasa’s idea of ‘Live Fearless’ perfectly blends with the thought, which gives man a larger than life attitude. Hence we personified the product to something that brings forth the fearless instinct of the man that allows him to go ahead and get what he desires.”
With increasing competition in the deodrant segment, the communication breaks free from the clutter of today Indian men becoming extremely conscientious about their personal grooming and hygiene levels. The brief was simply to retain the oomph factor but have something more as an idea that could be communicated to the audience and not simply go the clichéd way of showing the girl being attracted to man with just the whiff of the fragrance. Men love sports and adventure; however this passion also brings along with it the unnecessary baggage of body odour.

Credits of TVC
Client: Streax Xenoh Deodrant
Executive Director, HRIPL: Mr. Ashish K. Chhabra
Concept: Palasa Creative Place
Production: Red Ice Films

About Palasa Creative House:
Celebrating its 8th year, PALASA, as the legend goes, is one of the seven most sacred trees in Hindu religion and the favourite flower of Durga; a creative outfit with its energies focused on communication and advertising. Palasa creative house was setup in 2004 by Sandeep Bomble with a desire to work without limitations and explore new horizons. Winning more than 100 awards nationally and internationally, he has been associated with some of the most successful advertising campaigns - Pond’s Institute, Nakshatra, Collection G, Onida Black, Maharashtra Tourism etc to name a few. The agency is a core team of 22 people, roadly divided into Creative’s (art & copy), Client Servicing and Studio. For media services, Group M is the official media partner for Palasa.
Palasa has a specialised sister concern, aptly titled ‘GOD’ - Gang of Designers, where all the cutting edge designing takes life, encompassing corporate identity, brochures, packaging website designing to overall branding. A 360 degree agency with liaisons in expert domains to provide our clients cutting edge turn-around solutions. We have been instrumental in creating brands from scratch and nurturing them to great heights.