Varuna Pumps portrays painful quest for water, takes over the ‘pressure’

Watch the films conceptualised by Scarecrow Communications

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Varuna Pumps has launched a two-film campaign building on its radio spots from last year, with the same positioning of ‘Paani ka pressure hum lete hain’ (We take over the pressure for water). The films have been conceptualised by Scarecrow Communications.

One of the films (above) showcases a woman from a village, Rukmi bai, at a well in the midst of a vast and arid stretch. The voice over (by Bollywood veteran Om Puri) explains her plight as she toils in the sun, having to walk endlessly for a mere pot of water. On her way back, she is lucky to get a ride. And once home, her husband surprises her as he has had a Varuna water pump installed. The film ends with the brand’s signature line.

The other film is set in a city, and features an aged Parsi couple. When the man asks the lady for water, she realises they have run out of it. She has to fetch water from the ground floor and climb up back four floors. As she struggles up the flights of stairs, the watchman brings good news – that the new pump has arrived.

Varun Gajjar – director, marketing and sales, Varuna Pumps, said, "We believe that every household in India has battled water scarcity in one form or another. Looking at the brand’s significant presence in the domestic usage segment, our films have strategically chosen to address both ends of the spectrum – the consumers staying in rural as well as in urban India – in a highly emotional manner.”

Manish Bhatt, founder director, Scarecrow Communications, said, “Water is a highly emotional topic for Indians. So instead of treating the TVCs like a Bollywood masala film or an ad film, we decided to give it a treatment like an artistic short film to heighten the poignancy and the misery and to evoke empathy across the rural and urban audience.”

The films will be released in cinemas before airing on TV. The film will play on 1,800 screens during the intermission of Salman Khan-starrer Sultan, which releases on 6 July.

The films have also been made in Hindi, Tamil, Malayalam, Teluga and Kannada.

Credits

Client: Varuna Pumps

Director marketing and sales: Varun Gajjar

VP – operations: Dilip Thakkar

Manager marketing: Chintan Kevalia

Agency: Scarecrow Communications

Creative

Founder directors: Manish Bhatt, Raghu Bhat

Senior creative director: Mustafa Kapasi

Creative director: Gagandeep Singh Bindra

Copywriter : Arnab Choudhury