Godrej Appliances rolled out a campaign featuring actor Ayushmann Khurrana to highlight its leak-proof feature for its range of air conditioners.
Conceptualised by Creativeland Asia, the film aims to address the problem of leaking ACs. The film opens with Khurrana noticing water leaking out of an air conditioner and getting irritated with the sight. While watching a couple around him putting a diaper around their baby, he thinks of a hack to stop the leak by sticking the diaper on the AC and shrugging at the confused couple. The film then cuts to Khurrana presenting the right solution – Godrej’s anti-leak technology.
Swati Rathi, head – marketing, Godrej Appliances, said, “We found leaking ACs to be a common household problem faced by an estimated 85% AC consumers. Most of them resorted to ‘jugaad’ measures to live with this water leakage, but no brand had a permanent solution to it. Backed by the brand’s ethos of creating thoughtful products with relevant technology, we introduced this industry-first, patent-applied Anti-Leak Technology in our AC and to communicate this disruptive proposition, we decided to take a quirky communication route in this TVC by showing a diaper stuck on the AC making for memorable viewing. The initial response to the proposition and the communication has been very positive and we are confident this engaging film will help us build awareness for the new USP.”
Anu Joseph, co-founder and creative vice chairman, Creativeland Asia, said, "There was never a real solution for leaky ACs, up until now. That's what we've highlighted in this satirical piece featuring Ayushmann Khurrana. This campaign which started with us promoting AC Diapers across social and digital, went viral from the word go. It stays true to the brand’s philosophy of ‘things made thoughtfully’.”