V-Guard recently underwent a change in its brand positioning and has now rolled out a campaign to communicate the same. The campaign has been conceptualised by Ralph&Das.
One film for its inverter range opens in a boys hostel. One boy receives a bat as a gift. The other children look on in awe. They head out for a game of cricket where the boy who has received the gift is shown batting and bossing his friends around. Even though he is dismissed, he gets to bat on as he has control over the bat. The comparison made here is with V-Guard's range of IoT enabled inverters that helps users control their electricity usage through their phones.
Another film for its stabiliser range shows a group of boys eating their lunch. Everyone looks to throw their waste away by aiming at an old dustbin places in the room. Some of them miss. A group within this group decides to solve the problem of dirt within the room. They paint and decorate the dustbin and put a 'feed me' sign. This changes the behaviour of the other children who now line-up to throw their waste in the dustbin. The voice over says, 'It's always good when something that wasn't cared about becomes the apple of one's eye' as it introduces V-Guard's range of stabilisers.
The campaign also consists of a brand film and a logo transitional film along with print and OOH legs.
(Updated at 12:30 pm on 23 February to reflect Ralph&Das as the creative agency.)