"The bathroom is a very personal space for decision making": Josy Paul on new Racold ad

Where would you find the solitude you need to make the most important decisions of your life? Your home, car, office, or may be even the temple? What about the cleaning out your thoughts while taking a hot water shower?

Racold, a water heater brand, recently released a new TV campaign #PowerOfHotShower where a man has been shown taking the most important decision of his life - not sending his parents to an old age home - while taking a shower. The ad has been conceptualised by BBDO and has been produced by Cutawayy Films. The ad is currently being promoted through TV and digital platforms and of the total marketing spends, the brand is spending 40 per cent to promote this campaign.

Interestingly, the man in the ad is shown wearing a ring in is finger which gives the impression that he is either engaged or married but there's no supporting character of a wife or a kid. We asked Anil Bhamre, general manager, marketing, Ariston Thermo India, if this ad is specifically targeted at the current crop of youngsters (men) who fall under the sandwiched generation - those sandwiched between wives and parents?

He says, "No, that's not the case. In this TVC, the protagonist doesn't have a family of his own. He is just a guy in a dilemma; can he give ample time to his parents? He could be single or married; anybody."

"It's about guys who are struggling with time; not money. They are capable of taking good care of their parents, but don't always have the time," clarifies Bhamre.

He says, "That's partially true. The reason is, in this category, the functions of a water heater are very simple. The consumers know how to switch it on; what are its outputs, so you do not need to educate them because it is not rocket science. And since these functionalities have been covered long enough, this time around we chose the emotional route."

Talking about the reason behind going the emotional way, Josy Paul, chairman and creative director, BBDO says, "Last year we had done a TV campaign 'Reborn With A Power Of Hot Water' where we took a close look at a day in the life of an umpire. He takes a lot of crap on field for a variety of reasons and yet he comes back fresh to the field the next day after a nice hot shower. So, that was the product demo."

Paul adds, "The truth is that often in life there are some things you can't discuss even with a friend. You need to find the answers on your own. There are no right and wrong answers here. So what we have shown, is that even a product like hot water has a role in society and life. It isn't just about cleaning but also about clarity."

"A lot of our decisions happen in the solitude of a shower and the bathroom is a very personal space for decision making. Some of the greatest decisions and inventions in the world have happened in there," he quips.

We asked our ad experts to comment on the ad execution and what they thought would've been the most challenging part of shooting this ad film. Here's what they had to say.

Santosh Padhi (Paddy), co-founder and CCO, Taproot Dentsu, says, "Loved the music, it goes well with the visual space and the production values are decent. I just feel the premise is not too fresh, it's stretched a bit too much to make its point. I prefer the old umpire ad which is still very relevant and makes almost the same point as this one. Even if that film was shorter, it was impactful, loud and clear because they chose the right protagonist."

Sambit Mohanty, creative head, DDB Mudra, North, says, This ad touches upon a very pertinent issue in today's fast and frenetic times - the abdication of care and concern for one's parents - especially in the twilight of their life. Though the ad's production values are good, I feel the protagonist i.e. the son, could have emoted better. There is no lump-in-throat moment, especially during the flashback sequences, to make you identify with his sudden change of heart."

Mohanty adds, "Also, what we see is a plush, largely empty house with enough space for a peaceful co-existence with the parents - and this makes our man appear very selfish & mercenary. So I'd have definitely included his family in the story - maybe his son playing with the grandparents - to mitigate that cold-blooded imagery."

Rohit Malkani, executive creative director (National), Law & Kenneth Saatchi & Saatchi, says, "In any TVC of this length and intent, there is always a struggle to balance verisimilitude with commercial obligations. How do you make it real? Make people feel what the protagonist is going through, yet cut away to shots of the product so that the marketing head is beaming and the cash registers are ringing. I think that's where this film falls short."

He further elucidates, "I think the flitting back and forth from the flashbacks to the man showering were handled well. I think the casting is good as too. However, the basic premise of a hot shower changing your mind about sending your parents to an old age home is a bit of a stretch! Exaggeration is not new to advertising but this one doesn't quite ring true. I thought it would have been nicer to set the film in the parent's house because that adds character to the film, but then I am guessing that wouldn't give you an opportunity to show off a snazzy geyser!"

(Additional inputs by Ashee Sharma)