Mullen Lintas’ campaign for Lloyd is an enjoyable take on its innovative tech
Lloyd Air Conditioner’s latest ad film, “Khayal Rakhenge. Khush Rakhenge”, highlighting an enjoyable take on its innovative technology, went on air yesterday, April 3, 2019. The brand-new film targets the young Indians who aspire for a fuller life and value products with technology that helps them live this kind of life. It’s a 360 degree launch across all platforms.
The film, conceptualised by Mullen Lintas, features Bollywood’s power-couple Deepika Padukone and Ranveer Singh. The film is bound to drive high appeal amongst young Indians couples and families. It gives a sneak-peak into the Bollywood couple’s life and adds to the already existing curiosity that people have had about their personal life post marriage.
Commenting on the thought behind the campaign and film, Amer Jaleel, Group CCO & Chairman, MullenLowe Lintas Group, said, “Lloyd is a new-age Indian brand and the most important aspect of the brand to influence when it came to us was its voice. We felt that consumer durable brands are not able to reflect the millennial-speak that is so important to make brands relatable in this category. If you hear people and the brand, speak like you, you stop and listen however much the clutter. We were helped by the chemistry between our stars, which, while being electric, is thankfully so normal! The fact that they were coming together for a brand that was a first for them, their own excitement and enthusiasm at being captured and working together got added with the magic of our ‘Badhai Ho’ director Amit Sharma. All this made the atmosphere on the set so amazing that I think we just put a camera and it translated the reality on celluloid without any loss!”
This is a first of many more films to be launched going forward, which will continue to captivate the audience’s interest.
Stating further about the campaign, Amit Tiwari, Vice President - Marketing, Havells India, said, “Lloyd is a crucial piece in our brand portfolio and we want to fuel this business as a strong engine for our growth. We felt the brand needed a fresh perspective and proposition at this stage in its journey and found the narrative shared by Mullen Lintas compelling.”
With its technology-rich range of offerings, Lloyd is making a strong play in the consumer durables market. In an attempt to appeal to young couples as its core target audience, Lloyd recently named Deepika Padukone and Ranveer Singh as its newest brand ambassadors. The brand wanted a real-life couple who could resonate with the brand’s values. Being young, versatile and performance-oriented, they seemed a perfect match.
A young, dynamic and growing brand, Lloyd has upheld ‘customer centricity’ at the heart of its business operations. Lloyd’s product portfolio comprises of air-conditioners, ULED televisions, washing machines, and a soon-to-be-launched range of refrigerators.
The film is live on screens and over offline, including print, OOH, and all social channels.
Creative agency: Mullen Lintas, Delhi
Creative team: Amer Jaleel, Garima Khandelwal, Sindhu Sharma, Sarabjit Singh, VipulKundra
Client servicing: Vikas Mehta, Amjad Ali, Antara Chakraborty, Aashiq Gesni
Production house: Chrome Pictures
Director: Amit Sharma
Producer: Poonam Wahi
Project coordinator: Napolean Daniel Amanna
DOP: Ayananka Bose
Production designers: UrviAshar and Shipra Rawal
Editor: Dev Rao Jadhav
Music director: Ronit Sarkar