DS Group has launched a 360-degree campaign featuring brand ambassador Vidya Balan for its Catch range of table top sprinklers. The ad film conceptualised by Everest Brand Solutions went on air in mid-February.
In the ad film, Balan enters her car, and asks her chauffer to take her to her mother’s house. She is shocked that the driver looks just like her. She looks out of the window and finds that everyone - motorists, a policewoman and pedestrians - resemble her. She wonders, ‘What if everyone were the same?’ As the car stops outside her house, Balan disembarks and expresses disbelief at other girls passing by who look just like her. This continues as she enters the house and spots the gardener, her mother, and other family members resembling her. Finally, seated at the dining table adorned with variants of Catch sprinklers, Balan announces, “Thank God! Aisa nahi hai. Kyunki jaise log alag alag hain waise unka taste bhi.”(Thank God it isn’t that way. Because just like people are different, so are their tastes). And the family members transform into their own selves. The family digs into their meal – with a generous dose of each one’s favourite ‘Catch touch’.
OP Khanduja, associate business head, Dharampal Satyapal (foods division), said, “Catch Sprinklers have been a trend setting and innovative range of products since its launch more than two decades back. In keeping with its image the campaign is a clutter breaking one and brings out the element of individuality that Catch sprinklers stands for. This will surely convey the special characteristics of Catch Sprinklers to the consumers and will certainly help in strengthening the brand further.”
Sameer Chonkar, ECD, Everest Brand Solutions, said, “While ideating for this campaign we hit upon a simple insight that no two individuals are alike. They look different, their likes and dislikes are different and so are their preferences for taste.”
The campaign will also be seen across print, POS, OOH and activation.
Client: DS Group
Creative agency: Everest Brand Solutions
Servicing: Naveen Saraswat, Manish Thapliyal.
Creative: Rumi Mitra, Arnab Banerjee, Vineeta Grover.
ECD: Samir Chonkar
NCD: Rahul Jauhari
Production house: 7films
Director (film): Lloyd Baptista