Blue Star translates baby gibberish into mothers' concerns, promotes water purifiers

Watch the ad film conceptualised by Ogilvy here

Oct 05, 2016 04:22:00 AM | Video | Campaign India Team

Blue Star, the maker of air conditioners, has launched a range of water purifiers. Promoting the same with the message of 'Choose Purity' is a TVC conceptualised by Ogilvy. 
The film features several babies saying something. Their mumbling is sub-titled to bring out how mothers are worried about everything children do – from getting a massage from a maalish aunty to playing with the pet at home. The infants wonder why mothers aren't worried when they drink water 'from the machine with shiny lights', the Blue Star water purifier. The film ends with an introduction of the range. 
Girish Hingorani, chief marketing officer, water purifiers, Blue Star, said, "Blue Star is recognised as a modern and aspirational brand and we needed to incorporate this personality in the communication. Our main brief to Ogilvy was to create a campaign that would disrupt the category and stand out from clutter. While all other players are focused on communication based on technology jargon, we decided to take the higher ground. Children, especially infants, are the most vulnerable to water-borne diseases owing to their relatively lower immunity as compared to adults. We chose to highlight this aspect in our TV commercial. The black and white treatment of the film lends a premium look and augurs well with our personality."
Ram Moorthi, managing partner, Ogilvy Mumbai, said, "While category advertising is generally focused on product credentials, we saw a clear strategic opportunity in owning the benefit. Especially when the brand is Blue Star whose product innovation and quality record are impeccable."
Kainaz Karmakar, ECD, Ogilvy Mumbai, added, "No one in the world looks more worried than the mom of an infant. Therefore, we decided to work on this insight and made these cute gurgling babies our spokespeople. In this ad they speak directly to their moms, through their gurgles and we believe this execution will help our brand stand out."
Harshad Rajadhyaksha, ECD, Ogilvy Mumbai, said, "We are very happy with the TVC we have created to launch this brand. We believe our idea is distinct in the category, and Ayyappa’s execution of our script makes it that much more memorable to watch. A special mention has to be made for the fabulous client team at Blue Star, for being accepting and encouraging of this idea in generous measures."
The film went on air on 5 October 2016.
Client: Blue Star
Creative Agency: Ogilvy Mumbai
Creative: Kainaz Karmakar, Harshad Rajadhyaksha, Harshik Suraiya, Geetanjali Jaiswal, Harshada Shinde, Jason Samuels 
Planning: Prem Narayan, Ravichandran Ramanujam
Account management: Prakash Nair, Walter Noronha, Baneet Singh Chandhok, Ravi Rao
Production house: Early Man Films
Producer:Anand Menon
Director: Ayyappa KM