Eureka Forbes launches India's first robotic vacuum cleaner

Given its futuristic qualities and the target audience, the marketing team at Eureka Forbes took a call to launch it exclusively through the digital medium. Here Quasar (Mumbai) which is Eureka's Digital AOR came into the picture and created a multi layered campaign spread across mobile, internet & social media.

According to Marzin Shroff, CEO, Eureka Forbes, "Robocleanz is a very special product for us as it is the first of its kind in India and a fresh concept for a vacuum cleaner. We had already decided to launch this product across the internet but we wanted an out of the box concept which would do justice to the product. We gave this brief to Quasar who met our expectations and delivered what was expected of them"

Moneka Khurana, Business Director ' West, Quasar, said, "When we received the brief for Robocleanz, the entire team was kicked about it and came up with some crazy concepts. Social media, especially Facebook was very interestingly used in the teaser phase with the"Dus bahane meri BAI de gayi!!!!" campaign where users had to submit most interesting excuses given by their maid for avoiding work. We received amazingly humorous entries such as "Didi aap aaj khana nahi bana rahe ho,free ho,mereko aaj bahut late hua hai, aap zaadu lagado, main pocha kar deti." Such responses intrigued users and they could relate to each other.

Robocleanz was then revealed as the maid that would never bunk work. This connected with the users cribbing about their maids avoiding work altogether & gave us the desired audience response."