Boing Brandvertising revives iconic Nirma jingle with new TVC

Mumbai, India — Creative agency Boing Brandvertising produced a new TV commercial for Nirma Advance, bringing a contemporary twist to one of India’s most recognisable jingles.

Shot over 16 days across Kerala, Himachal Pradesh, and Punjab, the campaign combines the original jingle’s verses with new lyrics and a revised hook line, ‘Tujhsa hi Nirma hai’ (There’s no one like Nirma).

Speaking about the campaign, Anand Karir, founder and chief creative of 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.”

Anand also recalled the process of creating the campaign, “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. 

Anand added, “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 campaign is said to reflect Boing Brandvertising’s approach to storytelling, emphasising immersive narratives, cinematic production values, and emotional resonance. 

Anand continued, “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.”

Over the years, the agency has worked on campaigns for brands including PolicyBazaar.com, PaisaBazaar.com, Nirma Beauty Soap, Nirma Salt, Finolex Fans, Finolex Switches, Livpure water purifier, Anchor Realty, Kitchen Xpress Spices, Amazon India, Vithoba Ayurvedic Oral Care, Yashada Realty, and Papillion Personalised Furniture.

The new TVC aims to bridge generations by combining nostalgia with contemporary creative expression, reinforcing Nirma’s enduring presence in Indian households.