Speaking to Campaign India, Anandaroop Ghosh, creative director, Rediffusion Y&R said, "The objective of the campaign was to establish Powercell as a performance-oriented, long lasting, safe and dependable friend. The communication idea was based on Powercell’s greatest strength – a ready source of light in moments of utter darkness."
Watch the TVC here:
The commercial begins with a group of boys playing cricket one evening, when they end up breaking an old woman's window. The woman comes at them with her stick, but they quickly end up hiding. Suddenly, the lights go off and the old lady is petrified of the darkness. The boys end up casting light around her with torches that are powered by Eveready Powercell batteries and the woman is no longer angry with the boys, while the boys, in turn, are no longer scared of her. The tagline for the campaign is, "Ab andhera kahaan!"
Elaborating on the idea, Ghosh says, "Simplistic as it may sound, the idea was much larger in scope. The intent of the brand wasn’t just to provide light in the literal sense, but to eliminate darkness of many sorts, from the lives of the consumers. ‘Light’ became something more – it stood for a brighter future, for hope, for a way out of financial woes…it talked about the light in the human heart that can help erase darkness from this world. Hence the brand message: “Ab andhera kahaan!”
"As a relative new entrant to the market, the idea being put forward had to be simple, compelling and with a high emotional quotient, to enable the brand to settle quickly and firmly into all those who received the multi-pronged communication," he adds.
Speaking about the consumer insight, Ghosh says, "Darkness is a reflection of negativity, fear. The inherent goodness of human minds can collectively dismiss the fear of darkness. In the case of the film, this was demonstrated by the children changing their opinion of the elderly lady that they were scared of - and then actually being instrumental in coming to her aid when she needed it the most."
The media mix for the campaign includes TV, print and below-the-line. The creative team that has worked for the campaign includes Sagar Mahabaleshwarkar, Ghosh and Ananda Ray. The film has been shot by Ishwar Singh Mucchal of Black Magic Motion Pictures.