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Hindware Kitchen Appliances launches festive season campaign

Hindware Kitchen Appliances launches a new multimedia campaign for Titania Maxx Autoclean Chimney to welcome the festive season on the back of breakthrough technology innovation.

The campaign aims to highlight the MaXX Autoclean  technology (Patent Applied) which facilitates 180°C auto cleaning and is three times more powerful and effective when compared to the conventional autoclean chimney. It is also equipped with Motion Sensor technology, which lets one operate it with simple hand gestures like a simple wave of the hand.

Conceptualized and created by DDB Mudra, the TVC features a sophisticated kitchen and an entertaining play between Neha and her neighbor Evilika. While Neha cooks for her guests in her kitchen, Evilika is shown standing right beside her neighbor, looking displeased with the noticeable spick and span cooking space. Unable to contain herself, Evilika finally probes and enquires with Neha about the obvious cleanliness, who points towards her new Chimney in response.

The play moves forward when Neha attends to her guests at the door leaving Evilika alone in the kitchen. The inquisitive Evilika snaps her finger and magically transports herself inside the chimney. Following this, Neha returns to the kitchen to find Evilika missing. She then presses the Max Auto Clean button, right after which Evilika, who is still inside the chimney, notices a giant oil monster evaporating, which also ends up carrying her along.

The story ends with Neha sitting and enjoying fritters while the disappointed Evilika sits right beside, smothered with oil and ashes, eating pakoras in disappointment.

The integrated campaign runs across electronic, print and digital mediums. The TVC will be aired on prominent national channels and key regional channels to garner wider reach.

Commenting on the TVC Rakesh Kaul, CEO & Whole Time Director, Somany Home Innovation Limited (SHIL), said, “We believe in empowering our customers through creating innovative products that makes their life comfortable. Staying true to this ethos, we are strengthening our portfolio across home appliances with the Titania chimney. We are positive that this campaign would enable us to endorse our unique Maxx auto clean technology and make way into every modern Indian kitchen.”

Speaking about this film, Subhashish Datta, Executive Creative Director, DDB Mudra North said, “In the cluttered chimney segment, this is one of the most powerful auto clean chimneys. We have created an interesting story on how MaxXX auto clean technology seamlessly works, while demonstrating the powerful features of this technology through our TVC. We have used characters from our daily lives and gave them a slight twist to show how this chimney functions from inside, in a more dramatic way.”

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