Leo Burnett India mines the scary child horror film trope for new Saint-Gobain glass commercial

Saint-Gobain, a France-based manufacturing firm that specialises in glass has launched a brand campaign for India. Titled ‘Subway Baby’, the commercial is about a man apparently being menaced by a strange child before a surprise twist.

Saint-Gobain India director of sales and marketing for the glass business AR Unnikrishnan said: “With this campaign, we establish the purity of the glass in a very creative way. The TV commercial begins as a horror story but ends being witty.

“We are educating consumers on the importance of 654 PPM in a glass – the benefits of using a glass that is clear and pure and how could they differentiate the 654 PPM glass from ordinary products.”

Leo Burnett South Asia managing director and chief creative officer Rajdeepak Das said: “This has been one of the most challenging yet fruitful experiences for me personally. We had to showcase a product that is actually not visible to anyone and so had to come up with an idea which could bring this to the fore.

“Even the casting was very unique as we had to tell the kid actor in the ad to stare straight at the camera rather than showing any emotion.”

This campaign is being rolled out nationally, across television channels, digital platforms and streaming portals. The media mandate was recently won by Dentsu Aegis Network agency Vizeum.


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