"Wash away the irritants of your life" says V-Guard's integrated campaign

V-Guard’s Facebook App –  ‘Hot Shower Zone’ gives you the chance to wash away the annoying people in your life.

The V-Guard Water Heater TVC on air since October 2012 was made with a simple insight that a hot water bath is the practical antidote to a bad day. The ad tells the story of a young lady facing the pains of a regular day. From a pervert in the bus, gossiping colleagues at office to an abusive boss, all of the woman’s pains seem to mysteriously vanish in a cloud of hot water. Only at the end do we get to know that she gets over all these troubles and irritants with a hot shower at the end of the day.

‘Today, most of the brands have almost similar product features across their model range  and communicating  a similar feature/ benefit was risking our brand in becoming a me too in the category. When the agency presented the idea it was refreshingly different from the category communication and in line with our philosophy of doing meaningful clutter breaking communication. The App was an interesting extension of the communication  ’ says Nandagopal Nair, Corp. Comm. Head, V-Guard Industries Ltd.

Building on their ‘Refresh Karein Zindagi’ Campaign, V-Guard and Publicis have brought out a fun facebook app that helps the user wipe out an irritating person with a hot shower bath. Named Hot Shower Zone the app has a set of annoying characters that we come across in our day-to-day life and with a single click you get to splash hot water onto them, make them scream and disappear in that hot shower of steam.

The TVC developed by Nishant Gangadharan, CD Publicis Ambience Bangalore and his team is based on the Insight that Everyone lives with one frustration or the other. The rash driver who almost brushed your car, or the corrupt politician you can’t do much about or the painful boss in office you can’t whish away. The app is designed to be a safety valve for that frustration much like the hot shower in the tvc

With consumer profile getting increasingly younger both the Brand and Agency team were unanimous in their decision that Integrated Communication with a digital presence is the way to go. Social Media is an important cog in that wheel. The FB app is designed to provide interactivity to the  conversation changing Communication Idea explored in the TVC” says Kaustav Das, EVP South, Publicis Ambience.

The characters in the app include a loud mouthed mother-in-law, a pesky little brother, a greedy landlord, a corrupt traffic policeman, a shameless politician and an obnoxious boss. The app also has the option of uploading the picture from your computer and hot showering the person you dislike in a fog of hot steam. One of the unique features of the app is that you don’t need to like the V-Guard page to be able to use it, everybody can use it and share it freely.

The app was created with the objective of increasing the range of the target audience and making V-Guard more accessible to the younger generation of product users. The brand has its sights set on the future and wants to target an audience which would become their potential customers later on. The app went viral on 30th November.

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