Lloyd has rolled out an ad film for its new line of products dubbed as 'Unisex' washing machines . The campaign has been conceptualised by RK Swamy BBDO and went on air on 11 July.
In a consumer durables store, a salesman offers to show a male customer some washing machines. The man, while checking his phone, dismisses him and directs the sales person to his wife saying it’s ‘her department’. This doesn't go down well with the lady, who taunts her husband by asking if the store has 'Unisex' washing machines. She points out to her husband that their washing machine is a 'ladies only' machine, given that he never touches it.
The salesman introduces the Lloyd Unisex washing machine and its advanced features. The lady takes another swipe at her husband, saying the features are so easy that 'Even sir can use it'.
Ankur Suman, senior brand design director, RK Swamy BBDO, said, "The tonality of the communication had to be anything but preachy. By calling our machines Unisex, we have declared our intent and message, loud and clear without being too emotional about it. Women will love the way the brand has delivered its message."
Sunil Kukreti, senior partner, RK Swamy BBDO, added, "The idea was to build a connect with the women by flagging the issue of men totally abdicating their contribution in washing clothes. Now Lloyd washing machines have made washing so easy that men will have no excuse but to lend a helping hand. The coinage of 'Unisex' washing machines will reinforce the message that women want men to help out.”
Client team: Nipun Singhal, Atul Seth
Creative agency: RK Swamy BBDO
Creative: Ankur Suman, Rashmi Ambastha, Pankaj Bora, Ajmer Pratap Singh, Deepti Duggal
Client servicing: Gagan Sharma, Manish Kumar
Director: Ruchi Narain
Production house: R.A.T. Films