Arise geyser defies magic to make brand promise

Electrical goods maker Arise India has launched an integrated campaign for its ‘Classy’ range of electric geysers. The brand has earmarked a budget of Rs. 10 crores for the campaign comprising print, TV, radio, outdoor, and digital marketing, informed an official statement.

Conceptualised by Percept H, the film is set in a crowded train compartment. A carton of Arise Classy geyser is on one of the berths, with a rooster next to it. The train halts and the passengers throng to look at a magician named Goga, who is about to perform a trick outside. As they cheer him on, he uses magic chants to make all the people and the train disappear. He is surprised to find that the geyser carton and the rooster are still there, hanging in mid-air. He repeats his chant but only the rooster disappears  - the geyser remains. A voice over explains to him that the hot water in Arise geyser won’t disappear even with his magic. It adds that with the hot water the electricity bill will also be lower. The film concludes with the voiceover saying, “Arise Geyser…Garam pani khoob milega” (Loads of hot water).

Avinash Jain, managing director, Arise India, said, “Through the TVC, we wish to communicate our core message of Arise Classy Geyser delivering hot water every time, thus helping in saving electricity. The mandate to Percept H was to create an endearing advertisement which creates an instant connect with the audience and makes them understand the USP of the product in the first view itself. With the resultant advert we are very optimistic about the deliverance of the messaging and thus are looking forward towards encouraging sales of the product.”

He noted that the company is concentrating on BTL activities and investing towards increasing visibility in the market. “Our idea is to create a positive imagery around Arise through our brand promotion activities and thus are riding much on our advertisement campaigns”, he added.

Rajiv Agrawal, ECD, Percept/H, said, “Arise has been a fledgling brand. It has been around for a long time, but relatively unknown. The owners have decided to take it to a different level. The one line brief from the chairman was: ‘Give me memorable advertising’. How many times do client say such things these days! And that’s exactly what we’ve attempted to do. Create disruptive advertising which, hopefully, will be memorable while doing justice to the brand and the volumes.”

Credits
Client: Arise India
Creative agency: Percept H
Executive Creative Director: Rajiv Agrawal