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The water dispenser refrigerator range from Videocon, based on
gravity controlled dispenser mechanism, has the provision to source
water without opening the door, which saves on electricity consumption
and also prevents low cooling efficiency.
The brief from Videocon to SSC&B was to focus on the water
dispenser innovation and the technological breakthrough in the market
with it with the added convenience it provides. “A product
gap was to be bridged and Videocon applying research and development
to need suitability has come up with the water dispenser enabled
WaterMatic Refrigerator Range. Available in 175-litre, 200-litre
and 590 litre, the WaterMatic is an exciting range of refrigerators
with revolutionary cooling,” says a communiqué from
Videocon.
The objective of the communication (television or print) is to
convey the benefits of the water dispenser for an Indian consumer
and creating a need for this product in the Indian market with the
image of a technologically advanced brand providing the best to
the Indian consumer.
In the ` Thanda Pani Mile Bina Darwaza Khole’ campaign, the
benefits of the `WaterMatic’ refrigerator have been depicted
in a family-oriented commercial, with a housewife being the protagonist.
Directed by film-maker Rajiv Menon, the commercial shows that the
lady not only saves on electricity and low cooling efficiency but
also finds a healthy way to store food, saving it from bacteria
and bad odour. She thwarts the effort of her family members who
try to eat food on the pretext of drinking water.
The print advertisement has been released in different genre of
magazine such as Savvy, Society, The Week, Stardust, Business India,
Outlook, Femina, Taranga, Rooptara, Sananda, Desh, Anandlok, Anand
and Mela among the others. The channels on which the commercial
is being aired include Sony, Set Max, Star News, Zee TV, Zee English,
Aaj Tak, DD Metro, CVO, Etc and Alpha Punjabi.
SSC&B, which won the entire account earlier this year, had
earlier created 40-second television commercial ` Match on toh Videocon’,
featuring Shah Rukh Khan. The agency, which was briefed to “to
rejuvenate the Videocon brand image” has added dimension of
pleasure based on technology in the creative strategy and through
this, there is an objective to achieve “a warm empathetic and
human face of consumer electronics technology.”
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