Timing is everything. Water heating solutions company Racold’s latest ad campaign titled #PowerOfHotShower is perfectly timed with winters this year. The recently launched campaign — conceptualised by BBDO and produced by Cutawayy Films —focuses on family bonds to convey its message.
The ad film shows a man who is torn between sending his parents to an old age home or keeping them with him. A hot water shower, however, helps him relax and think clearly. As he steps out of the shower, he decides to be with them.
Explaining the concept behind the campaign, Anil Bhamre, Head – Marketing, Ariston Thermo India, says it was two-fold, “We wanted to highlight how a hot shower from Racold can refresh and rejuvenate a person both physically and mentally and also bring to light a larger social issue. This television commercial is thought-provoking and strengthens the brand positioning — ‘Reborn everyday with hot water’.
V. Ramnath, Managing Director, Ariston Thermo India , says, “Racold as a brand has always believed in doing purposeful communication with its path-breaking water heating solutions at the core. The latest campaign strikes an emotional chord with the consumer enabling him to be truly reborn.”
The integrated marketing campaign has been launched on TV and digital platforms including Youtube, Facebook and Twitter.
Josy Paul, Chairman and Creative Director, BBDO, says, “Brands have the power to resolve conflicts and tensions in society. That’s what you see with this new communication from Racold. A shower is more than just a shower, it is an opportunity to see the world with fresh eyes, a chance to wash away your anxiety and the things that weigh you down and be reborn again. It’s not just a bath, it’s therapy. And Racold tells us so in the most empathetic way.”
Bhavesh Kapadia, Director, Cutawayy Films, elaborates further, “These days it requires a brave client to buy an idea that is story-oriented and where the product is just an integral part of the film especially in the category they are advertising. Strong emotions always act as a catalyst as the audience connects with the brand. A simple execution of a very strong emotional idea with a social message helps make a commercial memorable and creates a strong brand recall.”
The ad will be telecast across all major Indian general entertainment channels, regional, lifestyle and news channels.
BW Reporters
The author is special correspondent at Digital Market Asia, is fascinated by the evolving digital media industry, and has focussed on tracking developments in the field in Asia Pacific.
