Campaign India Team
Mar 11, 2021

Ashirvad takes the humour route to announce water storage tanks foray

Watch the film conceptualised by Sideways

Ashirvad, a pipe and CPVC fittings brand, is making its foray into the overhead water storage tanks space. The brand has unveiled a campaign to promote this offering. The objective of the campaign was to help Ashirvad make a name for itself in a cluttered category with local, unbranded names. Sideways has conceptualised the campaign.
The humorous TV commercial aims to take forward the brand’s legacy and the trust it has built in the market. The film shows a couple handing out wedding invitations to relatives. The invite reads ‘keval ashirvad dijiye’ (please bestow blessings, no gifts). As it turns out, all guests come to the wedding with Ashirvad water storage tanks, since for them, ‘Ashirvad’ only can mean one thing – tanks.
Deepak Mehrotra, MD, Ashirvad said, “Ashirvad is known for innovation and high-quality products that last a lifetime. We aspire to offer end-to-end water management solutions to our valued customers. Our research indicated unmet customer expectations from existing water storage tanks available in the market. Our portfolio of water storage tanks will not only fill the gap in the market but also deliver unmatched technical features and benefits to our customers.”
Ashim Chatterjee, chief marketing officer, Ashirvad said, “We seek to leverage Ashirvad’s strong equity in the piping segment and build consideration for our new range of water storage tanks among influencers and end customers. In a crowded category that suffers from low involvement, the communication task was to build salience and drive engagement among a diverse audience. The message had to be simple and instantly endearing to build memorability and drive intent.”
Abhijit Avasthi, founder, Sideways, said "I loved the challenge of making Ashirvad synonymous with water tanks in a cluttered category that is overly dependent on celebrities rather than ideas. The team at Ashirvad encouraged us to push the limits of entertainment to start the journey towards making it an endearing brand."
Brand: Ashirvad
Creative team: Abhijit Avasthi, Misht Srivastava, Sameer Sojwal, Neha Shefali, Vaibhav Patil, Saurabh Mestry
Strategy team: Satish Krishnamurthy, Zahid Hussain, Rahul Jain
Account management: Sonali Sehgal, Sneha Nair, Baneet Chandhok
Production company: Bang Bang
Director: Ryan Mendonca
DOP: Satchit Paulose
Produced by: Roopak Saluja, Kareena Dalal
Producer: Zuleikha Gupta
Head of production: Anzer Chougle
Production manager: Rafique Mujawar, Praful Yespatil
Chief AD: Pratik Punjabi
DA and 2nd AD team: Priya Shetty, Karan Thapa
Production assistant: Ramin Yazeshani
Production designer: Wahi Shaikh
Music director: Kenneth Basumatari, Raxit Tewari
Sound engineer: Jarvis Marcedo
Offline editor: Zaid Siddique
Online editor: Vinay Amin
Colourist: Michele Ricossa
Post production supervisor: Tarun Mahajan
Post production assistant: Chandrakant Prajapati
Post studio: Prime Focus, Famous
Campaign India

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