Adgully Exclusive | How AquaSure's Kitanu Magnet TVC communicates about safe and secure water!

Kitanu Magnet's new TVC is focused on attracting the mass market, especially rural customers. The ad, designed by Triton Communications, draws a connection between a common man and the technology's features.

In an exclusive chat with Adgully, Triton Communication's, Renton D'Souza, National Director - Creative and Strategy, spoke about the designing process of the campaign and much more.

Telling about the brief given by the client, he said, " To launch AquaSure's new break-through water purification technology that gives you "Safest Drinking Water' unlike inaccurate claims of some of the other water purifiers currently available in the market, some of them even using harmful chemicals for purification. The AquaSure process works most effectively due to 100 crore active sites that attract and remove bacteria, virus and cysts from water, more so without the use of any chemicals, truly giving you the World's Safest Drinking Water.

Since, water purification in India mostly happens through adding chemicals in absence of any regulations and purification standards, Kitanu Magnet campaign attempts to highlight safe drinking water without any chemicals during purification process.

Speaking about the insight of the campaign, he said, "For my family's health, there can be no compromises in the safety of drinking water, It has to be the safest or nothing"

People are grudgingly aware that their cheaper & ineffective methods of water purification are grossly inadequate & (if known to them) are also acutely against the use of harmful chemicals for something that goes into their body.

The thought process behind the campaign was really simple and conscious. He says, "It's the role & responsibility of the "Water purification leadership company in India' to make people aware of what is truly safest water." It was imperative to introduce "AquaSure's breakthrough technology' in a manner that is relevant, simple to understand & persuasive for the sake of their family's health. It was important to have an 'impactful everyday' life analogy to serve as an eye opener & awaken the consumers to the reality to initiate action.

Various media vehicles that were used for this campaign were namely TV, Print, and Digital and POS.

Speaking about the key issues kept in mind while executing the campaign, he told us that firstly they wanted to bring out the technical excellence of the product that is not cold but relatable, is beneficial & empathizing while building on the emotional connect that the brand already enjoys with the consumer. Second was to establish the promise of "100% Safe Water' with the strong "Kitanu magnet' led reason to believe and thirdly high quality graphics to depict devil-like harmful kitanus to shake consumers from their inertia.

While in conversation with Adgully, Marzin Shroff, Sr. Vice President, Marketing, Eureka Forbes said, "The treatment & execution is highly clutter breaking & impactful in media. Also the analogy is honest, relevant, simple & persuasive."

According to Shroff, the client's feedback on the same was highly effective, balance of strategy and creative as well as rational and emotional connects that will change consumer perceptions and behavior. It will work to give good business results. | By Aanchal Kohli [aanchal(at)adgully.com]