Kids’ power drives Suzlon’s energy

What would you expect from the television commercial of a highly technical, wind-power generating company such as Suzlon? An ad that informs consumers about the benefits and technical details of alternative energy, you’d think.

Instead, Suzlon, which is the world’s sixth largest wind-power generating company, has used kids to reach out to potential customers. This is what makes the commercial – which has been created by Dentsu Marcom – stand out.

The campaign is a series of three commercials that depict wind power as an alternative source of energy. The realisation and potential of wind power is conveyed simply, yet in a manner that creates an effective bond with viewers.

Vivek Kher, head, corporate communications, Suzlon Energy, says, “We were not at all interested in using technical jargon to explain what wind energy is all about. Rather, we wanted a commercial that was simple and would spread awareness about wind energy. Nothing could have been more appropriate or have created a better impact than showing the power of wind energy through the eyes of kids.”

“We also wanted to build Brand Suzlon before the IPO,” adds Kher.

The commercial shows a little boy who dreams of being a magician. One day, he gathers all his friends in a field to show them the tricks he’s got up his sleeve. But none of his tricks work, and he ends up being ridiculed by his friends. Then, a gust of wind sweeps his top hat away and rolls it across the field. When the boy picks up his hat, he finds a wild rabbit underneath. His friends applaud his feat, and the grin rolls back on the boy’s face. That’s the power of wind energy.

Nitin Suri, executive creative director, Dentsu Marcom, says, "The brief was to present wind energy as a viable alternative, which was clean and environment friendly. So, in the commercial, we wanted something that was away from the norm, something that was fresh and new."

Chraneeta Mann, creative director, Dentsu Marcom, elaborates: “The whole concept came about from childhood memories, when we sat in a field full of tall grass, with the wind blowing through it. As the grass tickled our feet, we giggled. For us, the wind was playful, innocent and alive. Interestingly, that’s what wind energy also is – innocently clean and life enhancing.”

Suzlon Energy is Asia’s fastest growing, fully integrated, wind-power company. It integrates consultancy, design, manufacturing, operation and maintenance services to provide customers with total wind power solutions.

India is a very important market, estimated to be the third largest in the fiscal year 2006. Suzlon clients in India include the Ajanta Group, Bajaj Group, Tata Group, Verroc Group and John Deere.

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