Nasaka water purifiers on a Skurf board behind Shabana Azmi

Speaking exclusively to Adgully, Siddharth Khanna, Director- Creatives, Arccine Motion Pictures Private Limited, elaborates on the ideation of the campaign for the same. "We didn't want to do the same thing as to what already existed in the market for the same genre. We wanted to do something really different. Then our team decided that it should be poetic as everyone involved were writers. It worked very well." Khanna said.

Usually celebrities would come on screen and say that this water is the purest. However if Khanna had gone along the same lines, it would have only added to the clutter. After much discussion with the concerned team and Shabana Azmi, who was roped in to be Nasaka Water Purifier's brand ambassador, it was decided that the ad would be poetic and the line "har pyas khas hain' will be explored more.

"Initially I want the ad to be as creative and different as possible but then the sales and marketing people always push us to say things directly. This is something on which there is a constant difference of opinion," Khanna said.

Usually there is an expense of Rs. 3000 or Rs. 4000 after three or four months, with RO purifiers. So Nasaka positioned this as unexpected guests who come over, similarly unexpected expenses may occur, therefore one should buy this product to avoid this.

There were plans in the beginning to do a lot of scenes with actual water front but due to budget constraints it was not possible.

"Shabana Aami was roped in because her public image has been very positive. She has always been standing for causes. There has been no controversy about her. She is very simple and straightforward. She has the image which I feel that women of India can relate to and trust. No housewife likes her husband looking at a Kareena or Katrina and also the brand won't be taken seriously," Khanna explained.

After extensive research and market survey, Okaya sees a huge potential in the RO purifier market and realize that RO purifiers available in the market provides demineralized water, they purify water but in the process eliminate minerals also along with impurities. To address this problem, Okaya, always a pioneer when its come to one of its kind technology has launched RO purifiers, that not only provides purest water but at the same time, injects minerals in it in the right quantity, so that whatever minerals are lost during the purification process or are not found due to natural circumstances, gets available, a concept that was unknown hitherto.

"RO water is a system which wastes a lot of water. With such a system happening, the clients were in a dilemma. The mineral aspect and also that it is a product from the house of Okaya is another USP. It is the first time we have used a lot of shots of water," he further added.

"I am indebted to the team of OKAYA and especially to Rajesh Gupta CEO of OKAYA group who gave me an opportunity to be a part of this campaign," Khanna further stated.

Nasaka water purifier prices range from Rs. 10,000 to Rs. 16,000 and are available in all leading outlets, across the country. The product ensures taste through Mineral Cartridge; free pre-filter with every machine; anti-scalant & auto flush as few of the key features. | By Janees Antoo [janees(at)adgully.com