Architectural hardware and security solutions company, Ozone Overseas, has launched a campaign titled ‘Hum Sab Sambhal Lenge’ (we’ll take care of everything), to highlight how its range of hardware are a perfect fit for an Indian kitchen. Conceptualised by Dentsu Impact, the films showcase the things that Indian kitchens go through, on a daily basis.
Each of the films portray different scenarios that happen inside an Indian kitchen. Right from shutting the drawers harshly, kids playing around with vessels and inside kitchen cabinets, to users taking out their anger by shutting kitchen drawers roughly. The films try to convery that even though every user has a different style of using the kitchen, that could potentially damage it, they don’t have to worry if they use the solutions provided by Ozone Overseas, because it’s being taken care of.
Abhishek Aggarwal, president, Ozone Overseas, said, “Our products are designed for long-lasting use. They are durable, elegant and are tested stringently to work in demanding kitchens. Much like the conditions the films capture. We usher in world-class quality and support to a market that today is ready and is discerning. We want them to know that we understand them like no other.”
Ujjwal Anand, executive vice president, Dentsu Impact, said, “The expression, Hum Sab Sambhal Lenge, gives confidence to the TG that no matter what kind of pressure they put on the kitchen hardware, Ozone will handle all of it since it understands Indian kitchen and usage. Also, in a market that is driven by a retailer's recommendation and push, ‘Hum Sab Sambhaal Lenge’ is equivalent to ‘Arre sir! Main baitha hoon yahan’ ‘Main keh raha hoon na sir’ ‘Aankh band kar ke le jao’. The articulation gives the assurance to the consumers of the quality and at the same time helps retailers with a whole new pitch.”
Mayank Khattar, executive creative director, Dentsu Impact, added, “Unlike German kitchens, a plank most of the leading players use, the Indian kitchen with large extended families is accessed by everyone - kids, grandparents, maids and cooks. From Chintu the brat to Pinki the angry teen. Also, everyone has their own style of operating the kitchen, which entails quite a bit of careless and rough usage. In many families, kitchens never stop functioning. Imagine then the load on it; and to depict that, we carefully picked up a family setting with each of its members accessing the kitchen in their signature way and for their own needs. The films are all about these people subjecting the kitchen to any treatment they deem fit.”