Boing Brandvertising, led by adman and filmmaker Anand Karir, has created the new Nirma Advance TVC. The film was shot across Kerala, Himachal Pradesh, and Punjab over a 16-day schedule.
The commercial retains verses from the original Nirma jingle while introducing new lyrics and a new hook line, ‘Tujhsa hi Nirma hai’. For the soundtrack, the agency collaborated with Daler Mehndi and Vaishali Samant, whose distinct styles are used to update the track.
The campaign reflects Boing Brandvertising’s focus on developing contemporary narratives. The new film continues Nirma’s use of music and storytelling to connect with audiences across age groups, as part of its ongoing collaboration with Boing Brandvertising.
Speaking about the new campaign, Anand Karir, Founder and 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.”
