BPL has rolled out a campaign – Happy Little Things – to introduce a range of over 200 electronic products including television sets, air conditioners, refrigerators, washing machines, ceiling fans, bulbs, kitchen appliances, audio gadgets and electrical accessories.
Conceptualised by The Womb, the five-film campaign focuses on the joy one gets from little things in life. The brand aims to convey how small changes in household appliances bring out real happiness.
Navin Talreja, founding partner, The Womb, said “After going through the BPL range of products, their features and even using a few of them, it was a no-brainer for us that we should talk about these small yet meaningful features. The challenge was to showcase the emotion behind these features and not get lost in the feature technicalities. Little things give people great joy at times. We linked this with the features to bring alive the campaign idea of ‘Happy Little Things.’”
Suyash Khabya, creative head, The Womb, shared “Consumers are brainwashed into thinking that they are using superior technology by showcasing heavy CG to bring alive the feature without focusing on what that feature does for the consumer in everyday life. We believe in human technology and not jargon. The entire team at The Womb thought of over 50 plus happy little moments out of which the freshest, most insightful were converted into the TVCs.”
The campaign will be across digital, print, radio and retail POS.