Duracell powers office romance

By Devesh Gupta , afaqs!, New Delhi | In Digital | May 21, 2014
The brand has come out with a web series themed around office romance and shows how a young man wins over a pretty young thing in his office and the role Duracell batteries play in his war.

Duracell, in association with The Viral Fever, has produced a web series titled Office Romance Wars that shows a young man waging war with his office colleagues to win over a young woman.

Office Romance Wars

Office Romance Wars

Office Romance Wars

Arunabh Kumar

Duracell is perceived as a gentleman's brand that is costly compared to other battery brands. The brand's communication has always projected its longevity, and the recent campaign reinforces the proposition that the battery is 10 times more powerful than others in the category.

Through this campaign, Duracell aims to project a cool image and also engage with young audiences in the age group of 24-30 years, who are just out of college. The series has three films showcasing the protagonist engaged in a pen fight, a cowboy fight and a car race with his colleagues.

The first video showcases the boy engaged in a pen fight with his colleagues, where once the ink drops on a fighter's shirt, he is out of the game (the insight being that dirty shirts are not allowed in offices). The young man's beard trimmer, switched on before the fight, keeps running all through the fight and still gives enough power to shave at the end of it.

In similar situations, the Car Chase film shows the car operated by Duracell winning; and the Selfie Fight film shows how the camera operating with Duracell batteries wins against the others.

The entire idea is to make brand Duracell look cooler. The films do a funny take on three popular AXN scenes - Knife Fight, Cowboy gun fight and Car Race.

Arunabh Kumar, founder, TVF Group, says, "Duracell wanted something interactive that shows their 10:1 proposition. While Pen Fight was the craziest one, the Car Chase sequence was the most difficult one in the entire series. With TVF, we have an effective base of a large audience and each of our videos has an average viewership of 500,000 to 600,000, which will give Duracell great visibility."

A total of six drafts were written before the final one without dialogues was executed by TVF. Once the brand gave its go ahead to the script, the entire creative execution was done in 20-25 days. The voiceover is in a funny foreign-accented Hindi and engagement is maintained throughout the films by using interesting notes scribbled in the background, such as Boss cabin (Go Slow), Safety Pins and Dangerous Pins, Coffee Naka, Sales and Marketing distance board and others.

In each of the three videos, the protagonist is shown choosing the Duracell batteries. Two other videos, which are a part of the same campaign, show the protagonist choosing the other battery, only to lose.

Kumar adds that he believes that branded content, through which brands can interact with their audiences, is the way for the future. Although Duracell does not have an Indian channel as of now, its international channel has about 2,000 subscribers.

TVF was recently in the news for Arnab Qtiyapa, a film which was a take on the popular news anchor Arnab Goswami and his Newshour debate. It has also done branded content for Colgate, Freecharge, Bharti and others.

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