Tata Swach launches new ad campaign; rides on tongue twister rhyme 'Chandu ke Chacha'

Tata Swach Nanotech Water Purifier - the most awarded water purifier has launched a new ad campaign that emphasizes on silver’s antibacterial qualities. The new ad campaign showcases the advanced silver nanotechnology used by Tata Swach to enhance silver’s purification power without any use of harmful chemicals thus delivering safe and pure drinking water.

The TV commercial has been created by Draft FCB+ULKA. It will be aired on major TV channels, including high impact properties from 17th November, 2012 onwards. The campaign will be carried across television, print, radio, online and social media platforms.

Speaking about the new campaign, Ashvini Hiran, COO, Consumer Product Business, Tata Chemicals said, “Tata Swach combines technology, performance, design and convenience which makes it unique and one of the most innovative water purifiers in today’s age. The new ad campaign aims to connect with the consumers and make them aware about Tata Swach’s use of silver nanotechnology- with silver being a well known and effective purifying medium- for providing safe drinking water. The communication through this ad campaign effectively conveys that Tata Swach is a smart choice for safe drinking water.”

K.S. Chakravarthy, National Creative Director, Draft FCB+ULKA, adds “It was a bold strategy by Tata Chemicals to use silver as a product differentiator for Tata Swach. The challenge we met was to reintroduce the Indian household to the power of silver and then exhibit how Tata Swach has further enhanced its efficacy. Our film uses an alliteration of the popular Chandu ke Chacha rhyme which we are confident delivers on this objective most effectively. We hope the consumers love and appreciate the nuances of the ad. Here’s wishing Tata Swach all the success with this film.”

The Tata Swach Silver Nanotechnology has been tested across multiple institutes nationally and internationally against bacteria and virus for performance upto USEPA requirements which are among the most stringent in the world. In addition to world class technology, Tata Swach also includes user-friendly features like Tata Swach Fuse – to autoshut and auto-indicate useful life and Tata Swach Lock to ensure the user genuine products. With Rs 15 paise as the cost of purifying per litre of water, Tata Swach is amongst the most cost-effective water purifier in the world.