Vectus has rolled out an ad film that looks at the issue of water storage. The campaign titled, “Kya jawaab doge?” (What answer would you give) has been conceptualised by Contract Advertising and went on air on 4 June.
Looking at the issue of water shortage in India, the film begins in a desert as we see a man parched for water standing across from a woman, draped in traditional rural attire. Dehydrated, he looks at her stoic face. Walking towards him, she begins to empty her earthen pot. Instead of water, dried earth is seen coming out of the pot as a voice over asks the question, “What answer will we give when we waste water because of leakages.”
The film cuts to a voice calling out to the man, as he is transported back to his house (which is under construction). A man asks him which pipes should be put in the house (pointing to the Vectus and generic pipes in his hand). As the man looks approves the Vectus pipes, the film cuts to an animation of Vectus’ products. The film ends with a voice over that says, “Vectus pipes aur tanks. Har boond ke liye. Zindagi ke liye” (Vectus Pipes and tanks. For every drop. For Life).
Ashish Baheti, director, Vectus Industries, said, “The challenge for us was to leverage our legacy of 25 years in the industry to get a head start for our flagship brand, Vectus. We wanted Vectus to rise above product features and speak in the voice of a leader – a voice of authority, reason and foresight. We also wanted to reach out to home builders across age groups as well as those from the construction industry with a memorable message which keeps us on the top of their minds.”
Mayur Hola, executive creative director, Contract Advertising, said, “Tanks, pipes, drainage pipes aren't exactly top of mind for people ever. What we've done here is to change the conversation of the category. We've taken the usual clichés of durability, longevity, strength etc. and represented them in a totally new and compelling way. The socially responsible angle presents the case to the consumer in a manner they can't ignore. It brings the category into the forefront and presents Vectus as a thought leader in it."
V Bhaskar Preenja, vice president, Contract Advertising added, “The TVC does just that. In a category which has dozens of players having identical products, the challenge was to raise the brand above the functional benefits and establish the expertise and credentials of Vectus in the domain.”
Creative agency: Contract Advertising
Contract team: Ashish Chakravarty, Mayur Hola, Varun Popli, V Bhaskar Preenja, Viksit Jain, Shivani Sharma
Director: Sainath Choudhury
Production house: Purple Vishnu Films