Writing for Radio Advertising
Awards
Client NITCO Limited
Brand NITCO Anti-Skid Tiles
Agency Scarecrow Communications Ltd.
Audience Home owners, retailers, contractors. Male 26-45 years.
Brief
 To increase awareness about Nitco’s anti-skid tiles and depict the functional benefit in a memorable manner.
Solution
 A popular Indian Hindi phrase “Pairon tale zameen khisak jaana” is used when one gets shocked. Literally speaking, it means, the floor slipping from under one’s feet. This thought was elaborated upon with humorous stories where characters get the shock of their lives. Using a lateral connect, the functional benefit of the product was highlighted effectively.