Philips Air Purifier has launched an integrated ad campaign conceptualised by BBH India.
A TVC focuses on the perils of indoor air pollution, albeit in a lighter vein.
A toddler in a crib sneezes, bringing a smile to her father’s face and a worried expression on her mother’s. The lady starts visualising her daughter’s plight should the sneezing continue through her life. From disrupting her rangoli to rattling a science experiment set up, to finally wreaking damage as a dentist on a patient, the sneeze troubles her continuously. The mother snaps back to the present, determined not to let the scenario happen. The parents switch on the Philips Air Purifier as the product is introduced. A catchy jingle adds to the lighthearted tonality of the film.
Jayati Singh, business head, health and wellness and air, Philips, said, “As one of the pioneers in introducing air purifiers to the Indian market, we at Philips have taken the initiative to raise awareness about indoor air pollution and its threats. This simple and catchy campaign is designed to bring to notice the hidden or unnoticeable pollutants at home which, if not addressed in a timely manner, could impact our wellbeing. The idea was to communicate this without scaring people yet call out the problem and its solution in a simple identifiable manner.”
Russell Barrett, managing partner and CCO, BBH India, added, “We’ve all had a fantastic experience while working on this campaign. What we needed to communicate was quite clear, but since it was our first project for Philips, it was equally important that we tell stories that fit with the brand that Philips is; an open, positive, charming brand with a belief that technology exists specifically to make life better. So now we only needed to tell a charming, sweet, human story in as simple and entertaining a way as possible. I’m happy to say that, with the help of a really bright director (Parikshit Vaidya) and an incredibly involved and supportive client, we managed to do just that.”
The campaign will have digital, outdoor and print legs, informed an agency statement.
Client: Philips India
Brand: Air Purifier
Business head – health and wellness and air: Jayati Singh
Creative agency: BBH India
CCO: Russell Barrett
Creative directors: Karunasagar Sridharan, Ajmal Mohammad
Creative partners: Yohan Daver, Mitul Patel
Head, planning: Sanjay Sharma
Strategy director: Axon Alex
Managing director: Arvind Krishnan
Business director: Delon Mascarenhas
Business partners: Shruti Bhandari, Ritesh Maheswari
Head, production: Khvafar Vakharia
Executive producer: Rahul Kulkarni
Production house: Gulliver Motion Pictures
Director (film): Parikshit Vaidya
Producer: Tranzita D'souza
Executive producer: Pooja Khemani
DOP: Jason West
Music director: Mikey McCleary
Editor: Vardarajan Murlidharan (Prime Focus)