V-Guard has launched a campaign for its water heaters with the insight that a ‘perfect’ hot water bath is an antidote to a bad day. The campaign has been created by Publicis Ambience.
The commercial tells the story of a young lady facing the pains of a regular day, including a pervert on the bus, gossiping colleagues at office, an abusive boss and eve teasers on the road. All of those troubling the women are shown getting ‘washed out’ in a shower of hot water. At the end, it is revealed that she gets over all these irritants with a hot shower at the end of the day. The film ends with the message, ‘Dho daliye roz ki parishaniyaan, perfect hot water bath ke saath. V-Guard Water Heaters’.
Taking the idea digital, the agency has created a Facebook application which helps users wipe out an irritating person with a hot shower. Named ‘Hot shower zone’, the app has a set of annoying characters. With a click of the mouse, users get to splash hot water on them, make them scream and disappear.
Elaborating on the insight behind the campaign, Nandagopal Nair, head - corporate communications, V-Guard Industries, said, “Most brands in the category have almost similar product features across their model range. And communicating a similar feature was risking our brand in becoming a me-too in the category. When the agency presented the idea it was refreshingly different from the category communication and in line with our philosophy of doing meaningful clutter breaking communication.”
Kaustav Das, executive vice president – South, Publicis Ambience, said, “With consumer profile getting increasingly younger, both the brand and agency team were unanimous in their decision that integrated communication with a digital presence is the way to go. Social media is an important cog in that wheel.”
The Facebook app was created with the objective of increasing the range of the target audience and making V-Guard more accessible to the younger generation. The brand has its sights set on the future and wants to target an audience which would become its customers in future. The app went viral on 30 November.