Ashirvad launches new campaign for its Water Tanks

Ashirvad is a formidable ‘Behind-the-wall’ brand driven largely by cultivating trade relationships and influencer engagement with plumbers, for decades.

Building on this trust and legacy, Ashirvad is making a foray into ‘front-of-the-wall’ category, as a natural progression of its offerings, with the launch of its range of overhead water storage tanks.

The objective was to make Ashirvad, which is a name synonymous with pipes and CPVC fittings, a well-known brand in a category cluttered with local, unbranded names and dependant largely on celebrities to make a name for itself.

Working on Ashirvad WST launch campaign was very interesting, as the decision right at the beginning was to keep away from celebrity might and actually rely on the power of good creative and story-telling to cut through the noise.

The most important task for Ashirvad being the nth entrant in this category was to quickly become synonymous with water storage tanks. For this we leveraged the most key asset of the company – their legacy and the trust that the brand already enjoys in the market. We then simply played on the fact that when one thinks ‘ashirvad’ there is only one connotation that it conjures. From there was born ‘Ashirvad chahoge toh Ashirvad milega’. This film sets the platform for a national launch that is underway.

We are also very excited to bring some humour into a category that has so far been just functional and lifestyle at best.

Deepak Mehrotra, Managing Director: “Ashirvad is known for innovation and high-quality products that last a lifetime. We aspire to offer end-to-end water management solutions to our valued customers. Our research indicated unmet customer expectations from existing Water Storage Tanks available in the market. Our portfolio of Water Storage Tanks will not only fill the gap in the market but also deliver unmatched technical features and benefits to our customers.”

Ashim Chatterjee, Chief Marketing Officer: “We seek to leverage Ashirvad’s strong equity in the piping segment and build consideration for our new range of water storage tanks among influencers and end customers. In a crowded category that suffers from low involvement, the communication task was to build salience and drive engagement among a diverse audience. The message had to be simple and instantly endearing to build memorability and drive intent.”

Abhijit Avasthi, Founder, Sideways: "I loved the challenge of making Ashirvad synonymous with Water Tanks in a cluttered category that is overly dependent on celebrities rather than ideas. The team at Ashirvad encouraged us to push the limits of entertainment to start the journey towards make it an endearing brand."

The campaign went live on 11^th March 2021.

Agency Credits:

Creative:

Abhijit Avasthi

Misht Srivastava

Sameer Sojwal

Neha Shefali

Vaibhav Patil

Saurabh Mestry

Strategy:

Satish Krishnamurthy

Zahid Hussain

Rahul Jain

Account Management :

Sonali Sehgal

Sneha Nair

Baneet Chandhok 

Production Company:

BANG BANG - India's International Production Company

Director:

Ryan Mendonca

DOP:

Satchit Paulose

Produced by:

Roopak Saluja & Kareena Dalal

Producer:

Zuleikha Gupta

Head of Production:

Anzer Chougle

Production Manager:

Rafique Mujawar & Praful Yespatil

Chief AD:

Pratik Punjabi

DA & 2nd AD Team:

Priya Shetty & Karan Thapa

Production Assistant:

Ramin Yazeshani

Production Designer:

Wahi Shaikh

Stylist:

Reena Manavath & Ruchika Ittal

Hair & Make-up:

Sanah

Casting Director:

Meera Unnikrishnan & Mohit Singla

Music Director:

Kenneth Basumatari & Raxit Tewari

Sound Engineer:

Jarvis Marcedo

Offline Editor:

Zaid Siddique

Online Editor:

Vinay Amin

Colourist:

Michele Ricossa

Post Production Supervisor:

Tarun Mahajan

Post Production Assistant:

Chandrakant Prajapati

Post Studio:

Prime Focus & Famous