R K Swamy BBDO has conceptualised and created the ‘Pride’ campaign for electronics brand, Fedders Lloyd. The TVC highlights the ownership experience for the brand's array of products riding on the cultural importance accorded to moustaches which is seen as a potent symbol of honour and pride.
The TVC begins with a guy walking into his friend's house to be greeted by a new 3D television and when he appreciates it, a moustache grows on the owner's face. This is followed by couple of similar instances of his moustache growing bigger involving his boss and a lady who visit his house and appreciate Lloyd products.
Nipun Singhal, President, Fedders Lloyd, explained, “The single-minded objective for initiating this TVC was to deliver the core message in an interesting and memorable way. Besides, we wanted to do something truly innovative and ‘unexpected’ in the category.”
Speaking about the campaign, Sunil Kukreti, Senior Partner, R K Swamy BBDO, Delhi, informed that the brand was fighting the giants in the category and wanted to position their brand as a symbol of pride in the consumers mind.
He said, “The brief from the client was clear - break the pattern and redefine an existing norm and do this for Lloyd. The TVC has already created a buzz in the market and delivered results for Lloyd through recall and image building. This TVC takes this aspect of our culture and represents it in a delightful manner by associating it with the brand’s core promise – ‘Pride comes standard with Lloyd’."
The campaign, which broke first during Commonwealth Games in October for a short period, is seeing a new burst during the festive season and will continue till the Cricket World Cup.
Associated creative director: Ajay Saini
Creative head - Delhi: P S Mann
Client Servicing Team:
Senior partner: Sunil Kukreti
Brand category director: Kapil Vohra
Brand strategy manager: Kartik Seth
Planning Team:Principal consultant: Shaleen Sharma
Production House: Apocalypso Films Director: Pradip Sarkar