The consumer electronics and home appliances major Videocon Industries, has come up with an innovative advertisement to introduce Aryabot, its new range of satellite air-conditioners. The company released an upside down print ad showcasing the product range in newspapers across the nation.
Conceptualised by FHO Communications, the print ads were all printed upside down in an attempt to reinforce the uniqueness of the new product range. According to the company, the product range is offering something that will transform the air-conditioner market in India and turn it around. And, hence, the brand has tried to replicate the same in its communication through an ad that is removed from the usual.
Speaking about the campaign, Shikher Gupta, brand and digital head, Videocon, says that Aryabot is the world's first satellite AC that can be easily paired with smartphones and smartwatches, allowing GPS access through connectivity to multiple satellites.
At the heart of Aryabot is the app that lets the user control virtually every aspect of the AC remotely. The AC uses GPS co-ordinates to automatically switch on or off depending upon the user's presence or absence. The user can set limits to his electricity budget and the AC responds accordingly. The Aryabot can, moreover, automatically diagnose itself and get in touch with the service team.
"With this launch, Videocon aims to re-invent the air-conditioning experience in the country. We decided to go the unconventional route as it was important that we came up with a clutter-breaking messaging that not only explains the product concept, but also stands out and grabs maximum eyeballs across all available mediums," he says.
A pre-booking campaign is being supported by a 360-degree advertising campaign with special focus on digital in order to reach out to tech-savvy consumers.
"We are confident that our campaign will build curiosity amongst customers, who will not just want to check out the product, but own it too," says Gupta.
Gullu Sen, managing partner and founder, FHO Communications, outlines the creative thought process. "When we were briefed about the world's first satellite air-conditioner from Videocon, we knew that the campaign needed to be approached from a totally new perspective. We started ground-up, beginning with the branding. After a lot of deliberation, we zeroed in on the name Aryabot, inspired by the great Indian mathematician and scientist Aryabhata," says Sen.
According to him, the entire campaign was then built around the core thought of 'Air-conditioning re-invented', since the product stood true to this promise. "The film is unlike any air-conditioner commercial you may have seen before. It has used international computer graphics and technology effects. The integrated campaign that has already started rolling out is going to create a positive buzz for the product and the brand," says Sen.
Other than the print ads, a campaign video has also been released across the TV and digital platforms. Each medium has been selected to maximise the product reach. While television is being used to create the necessary curiosity and pull, online and on-ground engagement mediums are being actively used to create consumer experience.
The ad was released on digital and TV on April 1, and on April 6 followed the print ad.