Personal Fire-fighting Equipments to get a boost with Saatchi & Saatchi's new Firekiller TVC

Saatchi & Saatchi India recently partnered with international brand Darvesh to bring its Firekiller line of personal firefighting equipment to India. Firekiller enters a rapidly growing but very nascent Indian market of personal fire-safety equipment. It not only comes with a lifetime warranty but is also a maintenance free product that works against all kinds of fires.

Speaking about the partnership, CEO, Talib Hasan Darvesh of Darvesh "We met Saatchi & Saatchi and immediately connected with their philosophy of filling the world with Lovemarks. We believe Firekiller should be an integral part of every home. It is most peoples' last line of defense in case of a house fire, and we find great humility in our responsibility to ensure a safe and happy home. We believe that Saatchi & Saatchi is the right partner in this journey."

Talking about the brand Kamal Basu, CEO, Saatchi & Saatchi said, "We believe that Firekiller is a great brand to partner with, as it is not only a business proposition but also performs an important service to the people. It truly connects with what people care about ' the safety and well being of their loved ones. Our task is to bring alive this connection in the brand's communication."

Saatchi & Saatchi has developed a television commercial - "Safety Inside" - which launched with the "The communication is based on the insight that people do various things to protect themselves and their loved ones from the world outside, but almost nothing to keep themselves safe from the dangers within their own homes", says Sourabh Mishra, Chief Strategy Officer at Saatchi & Saatchi.

According to Ramanuj Shastry, Chief Creative Officer at Saatchi & Saatchi, "It is indeed a scary thought that the major part of any home is flammable. We wanted to dramatize this fact and position Firekiller as the must-have protection against this risk within our homes."

Darvesh has tied up with Indian Oil Corporation for the distribution of Firekiller.