Exide has rolled out a digital campaign that consists of six films for its 'care app'. The films have been conceptualised by Rediffusion Y&R, and four of them have been released.
Each of the films consists of an Exide service executive and a young boy.
One film opens with the Exide service executive on the phone. He assures the person he is speaking with that he'll be there for the 'emergency'. He rides with his colleague and gets to the address with the help of directions from the person on the phone. As he enters the house, he's greeted by the young boy. The boy takes the service executive to a room. The executive is surprised to see a car made by the boy and his friend, using Lego. He appreciates the effort made by the boys, and then goes on to ask them if it works. The boy says it doesn't, since it lacks a battery. He informs the executive that he's heard Exide gets a battery quickly, with just one phone call. The executive says, the boys will get the battery, and asks for their phone. He shows them the 'Exide Care' app, and the voice over introduces the features of the same.
Other films in the series follow and show how the app helps across situations which include warranty without the hassle of paperwork, get service alerts and reminders, get emergency on-road help.
Arnab Saha, president of national trade sales and marketing, Exide Industries, said, “We don’t see this like another app that you will install on your phone and forget about. The Exide Care App is really about the whole Exide brand—living Exide’s promise of trust and reliability. As leaders in the category, Exide has always set benchmarks and defined customer expectations—the Exide Care App is a leap into a customer-centric future where “We’ll be there” whenever the customer needs any battery related assistance – be it emergency service, requirement of a new battery, warranty claims and so on. With mobility redefining customer experiences across products and services, at Exide we see the Exide Care App as the fulcrum of customer interactions through the complete purchase and experience cycle.”
Pramod Sharma, executive creative director, Rediffusion Y&R, said, “Striking just the right note for Exide was of paramount importance for us. To us, the Exide App is not just any App. It will, to a generation that survives on smartphones, be the face and the interface of the brand. The entire campaign has a wonderful collaborative effort between the client, our team and the production house (led by director Pradeep Sarkar). We are confident the films will do well with the consumers.”
Uttio Majumdar, head of operations at Rediffusion Y&R, said "The challenge was to ensure that the Exide Care App is positioned correctly. Given the iconic stature of the Exide brand, the Rediffusion team was really charged up to develop a complete communication package that gives the Exide brand a fresh interpretation while playing up on its core strengths of trust and expertise. With six films, outdoor, radio and some innovative digital ideas promoting the Exide Care App it is sure to be in the 'must have on your phone' category for all."
The campaign will further be extended to outdoor and print.