Campaign India Team
Apr 01, 2021

Hindware Appliances takes the humour route for i-Fold's launch

Watch the film conceptualised by DDB Mudra Group

 
Hindware Appliances has released a film for i-Fold, a foldable air cooler. 
 
The film has been conceptualised by DDB Mudra. It shows a man visiting his son's house. As he enters, he complains about the hot weather in his son's city. Busy making tea in the kitchen, the son responds with 'khol do' (open it). Confused, the father starts unbuttoning and removing his clothes, assuming his son was asking him to undress. When the son finally walks into the living room and finds his father sitting on the couch in a vest and boxers, he points to the foldable Hindware Snowcrest i-Fold Air cooler right next to his father, finally putting an end to the comedy of errors. 
 
Rakesh Kaul, CEO and whole time director, Somany Home Innovation, (SHIL), said, “As a company, innovation is at the core of every product we introduce for our customers. Hindware Snowcrest i-Fold is no exception. With i-Fold, we want to offer every Indian home a wholesome solution, not for just summers but for the seasons that follow as well. And now that we have built this summer ready, easy-to-store, powerful air-cooling device, we can’t wait for our customers to make the most of it.”
 
Kaul further added, “i-Fold is a one-of-a-kind product, so it had to have a one-of-a-kind campaign. After several scribbled notes and incredible brainstorming sessions, we finally narrowed down on ‘Summers mein kare cold, winters mein ho jaaye fold,’ to perfectly articulate the soul of the product. When finalising the TVC, we ensured that the entire property was laden with the same elements of fun and simplicity as the tagline, thus truly resonating with the i-Fold’s remarkable offerings.”
 
Rahul Mathew, national creative director, DDB Mudra Group, said, “The idea was to have unique fun, because plain fun wouldn’t cut it. The play on the word ‘kholdo’ and the Indian habit of dads to go all commando with the onset of summers was a good space to play in. The TVC made sure i-Fold’s functionality was showcased in all its glory, and the story’s humorous intrigue keeps the audience attached to the piece.”
The film is running in Hindi, Marathi, Bengali, Kannada, Tamil, Telugu, Malayalam. The campaign is spread across TV, print, and digital. 
 
CREDITS:
Creative agency: DDB Mudra
Creative: Rahul Mathew (national creative director), Sarthak Sharma, Priyanka Sabharwal
Business: Ashutosh Sawhney, Vineet Kindra, Sonali Chowdhury, Pranav Kapoor
Strategy: Aditya Banerjee
Production house: Fingerprint Films
Director: Karan Shetty
Source:
Campaign India