Campaign India Team
Jul 05, 2022

Vijay Raaz turns to what3words to get his suit delivered after a frustrating conversation with delivery person

Watch the film conceptualised by Famous Innovations here

What3words, a location-based technology app, has rolled out its first TVC for the Indian market that has been conceptualised by Famous Innovations.
 
The app looks to divide the world into 3m x 3m squares to help users find precise addresses. 
 
The film for the brand features actor Vijay Raaz. It shows him speaking to a person who is delivering him a suit and keeps asking him 'tu kidhar hai' (where are you). The conversation goes on and on, but the delivery person struggles to understand the address Raaz is referring to and lands up at a different location. Raaz finally uses what3words and gives the delivery person his location, which is found easily by the latter.
 
Giles Rhys Jones, CMO, what3words, said, "India is an incredibly exciting market for us. It’s a country that welcomes innovative technology and is driven by a desire to get ahead. This fun and insightful campaign perfectly demonstrates addressing challenges that people and businesses face everyday and how what3words can make knowing exactly where, simply simple.”
 
Raj Kamble, founder and CCO, Famous Innovations, said, "We started with the simple observation - addresses in India are long and complicated - and sought a way to dramatise the same. Vijay Raaz's authentic delivery of anger, his raw rap and Kolkata's cacophonous complexity creates an endearing confusion that we feel will introduce the brand to consumers in a very relatable and memorable way. We have all been that person at some point, barking impossible addresses to someone on the phone. We tried turning that everyday occurrence into an entertaining piece of content, finally landing on the simple solution that is what3words." 
 
The campaign also consists of OOH, radio/audio, print, digital, PR and influencer marketing.
 
Source:
Campaign India

Related Articles

Just Published

11 hours ago

Picks of the Week: Work that wowed us

Every Friday, Campaign India picks its favourites from the work published on the website

12 hours ago

DDB Mudra bags Birla Opus' creative mandate

Account won following a following a multi-agency pitch

12 hours ago

Hakuhodo launches Trigger Happy Studios

The global advertising and public relations agency aims to elevate the Indian entertainment domain through its latest venture