Videocon has rolled out its latest TV campaign, ‘India Ke Rang’ to highlight its washing machines. The film has been conceptualised by From Here On Communications.
The TVC features different families from across the country celebrating their distinct festivals and day-to-day lives. The film begins with a young boy who’s just finished a glass of lassi and wipes his face with his mother’s dupatta. This is followed by a mother-in-law who cheekily grins when she sees a lipstick mark on her son’s collar as a young bride puts it in the washing machine. The film then cuts to a scene at a pooja, where a family share a hearty laugh when a young infant relieves himself on his grandfather. This is followed by an angry mother who is shouting at her mischievous children for eating cake; a love-struck man dropping food on his kurta at the sight of his lover, an overly excited fan who drops rasgulla when India wins and a man who’s doused with holi rang. The protagonists put their dirty clothes in a Videocon washing machine, as a song takes us through all the emotions being displayed. The film ends with the song saying, “Hum nikharenge har rang.” The super says,"Preserving the myriad emotions of India for three decades,"' and goes onto say, "Videocon. The pioneers of washing machines,” while showcasing the range.
Sunil Tandon, group CMO, Videocon said, “Videocon was the first company to launch washing machines in the country and this segment is one of our key strengths and among the best selling product categories. Our past TVCs around washing machine have been successful by not only being able to effectively communicate the essence of the product but also to educate the masses about its functionality i.e. from cleaning, to washing and then drying. Known to be a cult TVC with a memorable jingle, we wanted to recreate the same magic again. We aim to make the Washing Machine segment synonymous to Videocon, and are confident that people will be able to relate to the new TVC that we have crafted.”
Gullu Sen, managing partner, From Here On Communications, said, “Our objective with this campaign was to showcase unity in diversity which we were able to create by depicting different facets of the Indian culture. We carefully identified the locations, shortlisted different situations and portrayed various emotions, amalgamated it with Videocon washing Machine and build the campaign around it. The TVC is larger than life and will find a resonance amongst people across the country.”
The campaign will be spread across TV, print, radio, online and outdoor.
Creative agency: From Here On Communications