Gyproc India has rolled out a campaign, ‘Transform your ceilings’, featuring actor Sumeet Vyas.

Conceptualised by Spring Marketing Capital, the campaign comprises a film. The ad opens with a couple peeking into their neighbour’s house, which is undergoing renovation. As they admire the new ceiling, their heads spontaneously catch fire - a humorous metaphor for their burning jealousy. Watching this unfold on his security camera, the homeowner calls out to his neighbour and asks if he likes the new ceiling. The neighbour, still mesmerised, replies, “It’s wow!” The homeowner then tells him to share the news with Parikh, another neighbour, whose head has now also caught fire in envy.

What we think about it: The ad cleverly uses humour and visual metaphor to capture the emotion of envy in a lighthearted, memorable way. The storytelling highlights the product (the ceiling) in a way that feels both entertaining and memorable.

The film released on 22 October.