ONN Launches ‘Total Comfort’ With Piggyback Film Via Wunderman Thompson Kolkata

“The biggest challenge was to tell an interesting story with a twist in 20 seconds.”




Wunderman Thompson Kolkata

Beardman Films

ONN, a casual wear brand from Lux Industries Limited, has launched its new campaign for polos & tees, created by Wunderman Thompson Kolkata.

The two new films – Piggyback and Fortune Teller – depict an interaction between a male protagonist and a woman who is so attracted to him that she simply can’t let go. As the campaign describes it: “The men in both films appear completely at ease in the weirdest of situations and in total control thanks to ONN which provides Total Comfort,” adding that it was shot in Bucharest, Romania, with “the international location and cast lend a global angle to the brand and add to its aspiration quotient.”

“We always wanted to project the brand as youthful and footloose. We know that to enter the consideration set of our target audience and be preferred by them over other brands in this segment, we had to strike the right balance between premium imagery and easy accessibility,” said Saket Todi, Executive Director, Lux Industries Ltd.


Here is the first spot, “Piggyback”, with “Fortune Teller” to be released soon.

Arjun Mukherjee, VP & Senior ECD, Wunderman Thompson, Kolkata, added, “The biggest challenge was to tell an interesting story with a twist in 20 seconds. That’s why we thought of scripts with minimum or zero dialogue which would establish the product positioning without impeding the pace of the storyline. Similar to our previous films for ONN, international settings and actors have been used to amplify the aspiration levels.”


Client: ONN – a brand of Lux Industries Limited.


Agency: Wunderman Thompson
Project Head
Vijay Jacob Parakkal, Sr. VP & Managing Partner

Creative Team
Arjun Mukherjee, VP & Sr. ECD
Anurag Acharya, Creative Director
Sourish Mitra, Creative Director

Account Management
Nilanjan Sarkar, Client Services Director

Production House: Beardman Films
Executive Producer: Ryan Suares
Producer: Mahendra Solanki & Rohit Rathor
Director: Hypno (Romania)

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