Kirloskar has launched a new campaign underlining its promise of ‘Enriching Lives’. The ad films created by Quadrant Communications went on air on 20 July.
The campaign will be led by TV, targeting key decision makers through infotainment and news channels (regional language and English). It will be supported by a digital leg and run for three months in a first phase. Quadrant also handles media duties of Kirloskar.
One of the films opens with a group of four male executives, including a foreigner, driving down a highway in rural India. Along the way, the foreigner thinks of women in remote areas walking in the sun, carrying water pots on their head. When they stop at a dhaba, he carries his water bottle along. He comments to his companions that the last time they were there, there was no water. At the restaurant, a young boy stares at him as the foreigner pours water into a glass. Asked if he wants water, the boy refuses and looks at his father, the owner of the restaurant. Getting his father’s go-ahead, he leads the foreigner to a lush green expanse of agricultural land. Thanks to a pump being switched on, water gushes on to the field, even as a voice over explains: ‘Engineering solutions for a positive transformation. Kirloskar – Enriching lives.’ The film ends with the boy gifting an earthen water pot to the foreigner.
The second film follows a similar plot, showcasing the company’s power generation solutions that have helped enrich lives. Watch the film here:
Vijay Varma, president, Kirloskar, said, “This set of TVCs is the second leg of the brand building TV campaign in India. When you advertise a century-old leading brand Kirloskar, it’s critical to maintain a tone and manner of a humble leader true to its unique ethic of ‘Enriching Lives’. And it is here that we have an advantage of Quadrant Communications being a like-minded partner that’s been closely working on the brand for decades. With the insights they bring to the table, it becomes possible to create a positive association and aura around the brand, especially when the products continue to work ceaselessly behind the scene and are hardly seen by beneficiaries/users.”
Aniruddha Oka, chief operating officer, Quadrant Communications, explained that Kirloskar has ‘relentlessly pursued a unique ethic in business’: to offer engineering solutions that bring in a positive transformation, enriching millions of lives.
He added, “The brief was to develop a humane communication (with reference to water supply and irrigation solutions and power generation solutions) that communicates the above with the help of emotions that the masses can easily relate to; without sounding pompous and technical.”
Creative and media agency: Quadrant Communications
Chief operating officer: Aniruddha Oka
Creative team: Gajanan Kashalkar, Shailesh Meshram
Client servicing: Prasad Jahagirdar, Deependra Gupta
Production house: RS Creations
Producer: RS Pipalwa
Director: Bardroy Barretto