V-Guard Industries, India's leading consumer electrical and electronics major has unveiled their new television campaigns for AC stabilizers and Inverter DUPS and Battery.
The new TVCs communicates and highlights the lack of interest among the Indian consumers when it comes to protecting their gadgets, especially during the scorching summer season which is accompanied by frequent power cuts and voltage fluctuations.
In the AC stabilizer ad, the company has addressed consumer apathy when it comes to protecting air conditioners and other gadgets from voltage fluctuation. A large segment of the consumer base believes that fluctuations no longer occur today. However, the power situation in India is among the worst world over. Fluctuations occur frequently, but are not discernible to the average consumer; hence the apathy when it comes to protecting gadgets.
The AC Stabilizer commercial features 4 customers who see no benefit in buying a stabilizer for their new air-conditioners. Some assume that it is an unnecessary appendage while others accuse the salesperson of cheating them. The tables are turned when each of their ACs stops working due to voltage fluctuation and they are left sweating it out.
The Inverter DUPS and battery ad was developed to remind consumers that power cuts can result in accidents and embarrassing situations and through this, the company reiterates the importance of owning a V-Guard inverter.
The Inverter DUPS and battery commercial shows a household where the man is in the process of applying a facial cream while his wife is in the kitchen cooking. A sudden power cut sees the two venturing out into a dark corridor. They bump into each other. However, as the husband hasn’t removed the cream, the wife is terrified and begins to hit him. It is only when her mother-in-law appears with a candle in tow, that she realises her mistake. This humorous take highlights the need for ‘full time power’ which an inverter provides.
Nandagopal Nair, Head - Corporate Communications, V-Guard Industries Ltd.said, “The consumer today is still oblivious of the harm that can befall his costly AC with one spike or fluctuation. It was important to educate him on the need for an external stabilizer to protect his AC in a relatable manner. The brief to the agency was to capture typical real life situations and reactions of consumers towards the usage of a stabilizer for their AC and sensitize them of the harm that can befall their AC if they don’t use an external stabilizer”.
“In a me too category (Inverters) that had very little to differentiate one brand from the other it was important to build differentiation through communication. Quirky humour has been the territory of the brand. The brief to the agency was to continue to walk the path of humour and create another piece of communication that will engage with the consumer in a light hearted manner as well as drive preference for the brand through its communication”, added Nandagopal.
The campaigns were conceptualized by Fisheye Creative Solutions. Nishant Gangadharan, Creative Director,Fisheye has also directed the ad films.
Elaborating on the campaigns, Nishant Gangadharan, Creative Director, Fisheye said, “In the AC stabilizer ad film, it was important for us to make our customers see a side of themselves or their buying behaviour but never get offended by it”.
“The challenge for Inverter DUPS and battery ad was to create a film that showed someone getting hurt in an accident and yet put a smile on the face of the viewer everytime they saw it. It was critical, as the brand had to come across as quirky, fun and loveable but never inconsiderate. Thankfully we have managed to strike the perfect balance with this film”, Nishant added.
Though conveyed in a humorous tone, the commercials addresses critical issues like sudden voltage fluctuations and power cuts which can seriously damage expensive electronic gadgets by educating consumers that nothing is safe.
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