Simpolo Tiles has rolled out a campaign, 'Jamm ke khelo, Tile hai Simpolo', on the occasion of Holi.

Centred around the universal tension between secretaries and festive events in residential societies, the film opens with a grumpy secretary venting about the challenges of organising a Holi party in society. From enduring the wrath of the cleaning staff, who struggle to wash off the colours, to people carelessly dancing on wet surfaces during the festival celebrations, leading to injuries, the secretary expresses his frustration that comes along with the planning of the festival. But his exasperations take a turn when he is introduced to Simpolo anti-slip tiles, which guarantee a safer, worry-free Holi celebration for everyone. The film culminates on a happy note with the secretary going from grumpy to cheerful and all the residents playing Holi together. 

The film is conceptualised by Sideways. 

What we think about it: The ad film hits all the right notes and strikes a perfect balance between humour and practicality. The narrative is spot on, starting with a grumpy secretary who’s overwhelmed by the challenges of arranging a Holi celebration, to his growing frustration which is relatable and adds a layer of realism to the film. The product offering is cleverly positioned in a way that echoes the idea that the right solutions can turn chaotic situations into smooth, enjoyable experiences.

The film released on 7 March.