Hindware Appliances, has launched a campaign for its new range of chimneys, highlighting the essence of silence, using its trademark ‘MaxX Silence' technology feature which produces less noise, compared to conventional chimneys. Conceptualised by DDB Mudra, the film plays out with a voiceover narrating the role that silence plays in a happy married life.
The TVC follows the story of a newly-married couple, where the husband wants to impress his wife by cooking for her. Things don’t go as planned and the husband starts to burn the food. However, the wife doesn't interrupt his efforts by telling him how to do the chore, instead, she uses the IoT function of the chimney to help him. Although the food he prepared wasn't as tasty, the wife believes that things left unsaid are far tastier.
Rakesh Kaul, CEO and whole time director, Somany Home Innovation, said, “At Hindware Appliances, we are delighted to drive innovation that brings joy to our consumers’ life. With noise being the biggest pain point while operating chimneys in the kitchen, we feel that there is a need to innovate and present solutions that enhance lifestyle alongside the overall cooking experience. And our trademark ‘MaxX Silence’ technology in chimneys offers exactly this by maintaining silent operation as compared to other chimneys. Our IoT range of voice-enabled chimneys empowers the consumers by giving them access to all the controls on their smartphone or simply operating using voice commands or gestures. With this, our consumers can now choose from India’s largest range of technologically superior silent chimneys and empower themselves to do more.”
He added, “Through our latest TVC, we wanted to spotlight the functionality of our IoT-enabled silent chimneys in the simplest way possible. And thanks to the creative minds of everyone involved, we were able to achieve it most suitably."
Arjun Suri, creative director, DDB Mudra Group, said, “Since consumers are cooking at home more than ever before, we wanted to show that silence is not only important while cooking but also in life and in our relationships. After all, what allows us to come closer to our loved ones are not the louder or noisier moments but those little moments of love full of comfortable silences."
The campaign is being launched across TV channels in regional languages, including Hindi, Marathi, Bengali, Kannada, Tamil, Telugu, Malayalam, and Oriya. It will also be accompanied by digital activations.