Campaign India Team
Dec 13, 2010

Rediffusion Y&R creates new campaign for Servo

WATCH the TVC here

Rediffusion Y&R creates new campaign for Servo

Rediffusion Y&R Mumbai has conceptualised a new TVC for Servo's range of premium CF4 engine oils. This is the first of the three TVCs to be launched in this campaign for the brand under Indian Oil.

The TVC shows a tiff between a mother in law and her daughter in law. It opens with the mother praying. Hearing that, the daughter puts on loud music on the radio, which makes the lady sing louder. As the volume of the mother singing increases, the daughter increases the volume of her radio. In amongst this, a man is shown to be disturbed with the noise and switches on a television serial. Seeing that, the mother and daughter put aside their differences and sit together to enjoy the show. The TVC ends with a voiceover that explains the noise created by the women is compared to the noise inside a truck's engine which can be treated with Servo CFO engine oils like the noise created by the women is ended by the TV serial. 

Commenting on the TVC, Ankush Pande, creative partner, Rediffusion Y&R Mumbai, said, "The challenge was to establish servo a as a better engine oil amidst the highly competitive diesel engine oil. The challenge got tougher with the fact our brand is not strongly present in media for few years."

"After analysing the market we realised that it will be difficult for us to convince this guy with just product led communication.We were very clear that we have to crack something bigger. When we looked at the product we realised that core job of oil is to reduce friction and make life smooth for engine. That gave us the idea of a frictionless world. I mean, imagine a world where there is no friction between two neighbouring countries. But since we were talking to a trucker we had to make the idea relevant to his life. So to start the campaign we took analogies from his life. And what better than universal friction between saas-bahu. This analogy will not only make the communication interesting but will also allow us to do “the show & tell” kind of communication. And the result is series of three films with interesting stories of saas and bahu and how a smart move can ease off the friction and make life smooth similar to good quality oil like servo," added Pande.

The production house for the TVC is Apocalypso Filmworks. Ishwar Singh Muchhal has directed the film and Vikram Srivastava is the producer.

Agency : Rediffusion Y&R

Creative

ECD: Tony Pereira

Creative partner(Copy) Ankush Pande 

Creative partner (Art) Abhishek Dey

Client Servicing

Business Head Siddhartha Singh

V.P Bhairavi Naik 

Brand Associate Noopur Khandekar

Production house Apocalypso Filmworks

Director Ishwar Singh Muchhal

Producer Vikram Srivastava

Source:
Campaign India