Boing Brandvertising, the creative agency helmed by adman and filmmaker Anand Karir, is behind the new Nirma Advance TVC. Shot across Kerala, Himachal Pradesh and Punjab over an intensive 16-day schedule, the new film carries Boing Brandvertising’s signature stamp - immersive storytelling, meticulous craft, and cinematic scale.
The new commercial retains the verses from the original jingle while introducing new lyrics and a new hook line: Tujhsa hi Nirma hai. To deliver this mix of nostalgia and modernity, Boing Brandvertising brought together two voices - Daler Mehndi and Vaishali Samant - whose contrasting yet complementary styles infuse the track.
Speaking about the new campaign, Anand Karir, Founder & Chief Creative, Boing Brandvertising, said, “After 2 years of relentless hard work, countless late nights, endless discussions, and a dream that refused to fade… our new Nirma Advance film is finally out in the world. Nirma isn’t just a brand, it’s an emotion we all grew up with. So getting to work on this iconic jingle was both a privilege and a responsibility for me as well as the team. So at Boing Brandvertising, we wrote version after version. We recorded 5–6 different jingle cuts with different music directors before we found the one that gave all of us goosebumps. From there, the journey only grew bigger. The film was shot over a 16-day shoot schedule across Kerala, Himachal, and Punjab, capturing the spirit of everyday India. Finally, the icing on the cake were the two great voices that added soul and swagger to the jingle - Daler Mehndi, connecting instantly with today’s youth and Vaishali Samant, bringing the warmth which has been the hallmark of the original jingle. The new hook line ‘Tujhsa hi Nirma hai’ captures that spirit of this film beautifully.”
“At Boing, we believe stories should win hearts, not just awards. Whether it’s creating the memorable Finolex Fan commercial where a fan carries a pickle jar to space, or directing my Marathi feature film ‘Aapdi Thaapdi’, I’ve always tried to stretch the audience’s imagination while staying rooted in human emotions. This new Nirma film carries the same philosophy.”
