V-Guard, which manufactures home products and stabilisers has launched a new television campaign for its range of water pumps.
The campaign has been created by TBWA\Bangalore and highlights the fact that life comes to a stop in the absence of water and positions V-Guard water pumps as a product which can ensure water supply to every tap from a reservoir.
The TVC showcases a fast paced chase that comes to an abrupt halt when the hunter becomes the hunted.
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Vishal Ahluwalia, senior vice president, TBWA\South says the reason for the communication is to draw consumer attention to a traditionally low interest category with dramatic and impactful communication that showcases the need to buy quality water pumps rather than discounted products that constantly break down.
Nandini Nair, executive creative director, TBWA\South says, "Here is this product that can factually claim that life comes to a standstill if you don’t have a reliable one. So then came the "butterfly effect" - the seemingly trivial lack of water in a household could have an adverse effect on a larger situation. This script had the right drama and with some great inputs from Rahul Sengupta, we were ready to roll."
The film was shot in Pushkar. The town, apart from having a boundaryless appeal offered the intricate landscape of closely-knit houses, gullies and havelies, ideal for the chase sequence. Each aspect of the TVC was chosen carefully.
The cast consisted of theatre actors and Nair says the music was inspired by a visit to the Khwaja in Ajmer. The song was performed by a Rajasthani folk singer Munshi Khan Bawra, and the music composed by Zukku.
The film has been directed by Apostophe’s Kaushik Sarkar and shot by Mufti Tassaduq Hussain.
Project: V-Guard Pumps
Brief: To bust the myth of local pumps which sell on price advantage as the category is seen as transactional with very low consumer involvement
Agency: TBWA\India, Bangalore
National creative director: Rahul Sengupta
Creative director: Nandini Nair
Copy: Nandini Nair
Client servicing: Vishal Ahluwalia, Lakshman Verma, Akhilesh Panicker
Production house: Apostrophe
Director: Kaushik Sarkar
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