German domestic home appliances manufacturer Bosch has formally announced its entry into the Indian market with a campaign focusing on German engineers’ penchant for perfection. The campaign ‘We’re German. We’re mad about our machines’ include two films and will be followed by communication across other mediums.
The films depict the German engineers having taken their obsession to a new level and deciding to interview every washing machine seeking couple before they ‘give their machine away’. The first film shows the engineers questioning a couple about the aesthetics of their bathroom, so that the engineers can be convinced that their perfect washing machine will be happiest there. The second film takes a leap further and shows the engineers interviewing a couple and their eight year old son, to figure out if they are ready to ‘welcome a new member (the washing machine)’into their family.
Commenting on the thought behind the film, Harshad Rajadhyakshya, group creative director, Ogilvy & Mather, said, “People world over have took to the concept of Germans being perfect about everything and with the Bosch engineers living up to it, we decided to translate that obsession into a creative rendition of it.”
“While the films are a very engaging way to put forth the point, it is actually not too far away from reality, where these scientists are so obsessive about the machines that they almost would like to see their labour of love (the washing machine) finds a deserving environment when it gets sold,” added Kainaz Karmakar, group creative director, Ogilvy & Mather.
Creative agency: Ogilvy & Mather
National creative director: Abhijit Avasthi
Group creative directors: Harshad Rajadhyakshya and Kainaz Karmakar
Creative: Sangeeta Lerner, Rajeshwari Rao, Meera Ganapathi
Account management: Navin Talreja, B Ramanathan, Nilanjana Dey, Aditi Chitnis
Account planning: Prem Narayan, Apoorva Saigal
Films: Porus Khareghat, Radhika Suratkar
Director: KM Ayappa
Producer: Anand Menon, Amarjeet Phukan
Production House: Footcandles Films