Tata Swach’s new ad emphasises benefits of silver

Tata Chemicals’ new ad campaign for Tata Swach nanotech water purifier uses the famous tongue twister ‘Chandu ke chacha’ to highlight the benefits of its "advanced silver nanotechnology".The TVC created by Draftfcb-Ulka went on air on 17 November.

The film begins with a man reciting his own version of the popular tongue twister ‘Chandu ke chacha’ while he feeds a small baby (named Chutku) water from a silver bowl and spoon. He recites, “Chandu ke chacha ne Chandu ke Chutku ko chandi ke chamach se pani pilaya, bolo kyon?” Chandu answers that because Chutku is thirsty, while an older man says that it’s because Chachu has nothing else to do. Meanwhile, Chutku’s mother explains that it’s because silver purifies water and such pure water is healthy for the baby. She further explains, “Ye naye zamaney ka chaandi hai, jo sach much swach paani deti hai.”

Speaking about the new campaign, Ashvini Hiran, chief operating officer, consumer product business, Tata Chemicals, said, “Tata Swach combines technology, performance, design and convenience which makes it unique and one of the most innovative water purifiers in today’s age. The new ad campaign aims to connect with the consumers and make them aware about Tata Swach’s use of silver nanotechnology- with silver being a well known and effective purifying medium- for providing safe drinking water. The communication through this ad campaign effectively conveys that Tata Swach is a smart choice for safe drinking water.”

KS Chakravarthy (Chax), national creative director, Draftfcb-Ulka, added, “It was a bold strategy by Tata Chemicals to use silver as a product differentiator for Tata Swach. The challenge we met was to reintroduce the Indian household to the power of silver and then exhibit how Tata Swach has further enhanced its efficacy. Our film uses an alliteration of the popular Chandu ke Chacha rhyme which we are confident delivers on this objective most effectively.”

The campaign will be carried across television, print, radio, online and social media platforms.

Credits:

Client: Tata Chemicals

Creative agency: Draft FCB+ULKA

National creative director: K. S. Chakravarthy

Vice president: Anita Gokral

National head, Films: Alpa Jobalia

Creative group head: Donovan D'souza

Creative consultant: Sanjog Bhoir

Group manager, Client servicing: Vineet Koppikar

Senior executive, Client servicing: Vijay Thomas

Films supervisor: Stanley Christian

Production team: Storytellers.in

Director: Arun Gopalan

Executive producer: Zina Khan

CG artist: Faramarz Wankhadia