Haptik, a personal assistant app, has announced its re-launch with a campaign conceptualised by The Glitch.
The campaign includes a film. A young man Monish gets up to a wake up call on his phone, from Haptik. It goes on to show instances where the 'personal assistants', manifest as humans with robot-like headsets, help him go about his daily chores. These include getting him an electrician for his damaged toaster, web-checking him in for a flight, booking his return flight, sending a cake to someone, booking movie tickets, making a lunch reservation and so on. A voice over conveys that life is not about the little things. While the assistant takes care of those chores, the protagonist has time for himself. The film ends with an introduction of Haptik's services with its message, #WeGetItDone.
Aakrit Vaish co-founder and CEO, Haptik, said, “I believe a great video is critical to the success of a consumer internet product marketing campaign. Since the start of the company, I have personally tried to get one made and failed five times. Finally, we have one that resonates with everything the brand stands for and we can all be proud of. The Glitch team has lived up to our high expectations as a true video first agency, and we are very excited about using this asset for a long time to come.”
Petal Gangurde, creative director, The Glitch, said, “To build the Haptik brand story we chose young, vibrant, urban style cues that demonstrate the fundamentals of technology-driven, efficiency-focused service excellence, while indulging the cool quotient. Therefore, brand communication drives home the role Haptik plays in our lives - Haptik is the intelligent, intuitive assistant you have always dreamt of - the kind that works round-the-clock; simplifies your life and always has your back. The campaign creatives in print and outdoor, also plays a key role in demystifying the lifestyle management value proposition of the app while also showcasing its benefits and ease of use.”
The campaign also has print, other digital and outdoor legs.