Marico has launched a new television commercial for its fabric enhancer brand Revive, targeting audiences in Kerala through a campaign built around humour and regional cultural cues.
The campaign film features Malayalam television actors Tessa Mariya and Ameen Madathi, known for their roles in the TV serial Kattathe Kilikoodu. The commercial has been conceptualised by Top Notch Media And Entertainment Pvt Ltd and is currently airing across television and digital platforms in the state.
Set in a village backdrop in Kerala, the film presents a dramatized situation in which residents are stranded after a small bridge breaks. In the narrative, the male protagonist uses a fabric treated with Revive to create a makeshift bridge, allowing villagers to cross safely. The exaggerated scenario is used to demonstrate the product’s key claim of delivering strong and long-lasting stiffness to fabrics.
watch the campiagn:
The storyline concludes with the brand message, 'Revive Liquid Stiffener – Super Strong, All Day Long Stiffness.'
Commenting on the campaign, Vikram Karwal, Chief Marketing Officer, Marico Limited said, “This film taps into Kerala’s deep-rooted love for storytelling and emotion, while reinforcing Revive’s core promise of long-lasting stiffness in a humourous manner. As a brand committed to elevating everyday fabric care, Revive continues to innovate in ways that resonate with local culture and consumer expectations. This campaign not only builds stronger regional relevance but also strengthens Marico’s vision of delivering high-quality, meaningful and innovative solutions to households across India.”
Through the campaign, Revive aims to strengthen its presence in Kerala by combining regional storytelling with familiar television personalities, a strategy commonly used to connect with audiences in the state’s television-driven media environment.
The film has been directed by Suresh Sagayam, with cinematography by Farook Basha and music composed by Sam CS.
