MAM
Godrej Appliances’ #HumSabHomeMakers takes forward the conversation on homemakers and gender equality
MUMBAI: The COVID-19 lockdown has thrown a new set of challenges at our homes. With the entire family at home round the clock and no help at hand, household chores have grown manifold. Even as women continue to battle it alone in many homes, the good news is that more and more men are stepping up to their role as equal homemakers.
Creatively narrated by WAT Consult, the film has captured this beautiful change in the form of multiple slice of life shots stitched together to depict ‘life during lockdown’ – all featuring Godrej Appliances employees at their homes, sharing the burden of every day.
About the film, Godrej Appliances marketing head Swati Rathi said, “We have been having a series of conversations under the #LetsStartRight banner over the last two years. As a conscientious brand, we realise that we have a larger role to play in society. Gender equality is one of the messages we want Indian homes to embrace, and we are proud to say, we also practise what we preach. Through this campaign, we wanted to encourage people to help at home and voice proudly – #HumSabHomeMakers. Let us all take pride in our work both outside the home and inside the home. Let us be entrepreneurs, analysts, artists, bankers, marketers, engineers and managers while also being proud homemakers. We hope this film inspires a lasting change. Not just for now, but forever. #LetsStartRight! #HumSabHomeMakers.”
WATConsult CEO Heeru Dingra said, “This video is another attempt to do away with the labels. With household chores being multiplied for our homemakers, this campaign is an urge to all of us trying our best to work from home, to extend a helping hand in managing the day to day household duties too and proudly say #HumSabHomeMakers.”
Links :
YouTube: https://youtu.be/TNmgtUN-xRA
Facebook: https://m.facebook.com/story.php?story_fbid=2981892135187850&id=162668757110216
Twitter: https://twitter.com/GodrejAppliance/status/1248835881835696130
LinkedIn: https://www.linkedin.com/feed/update/urn:li:activity:6654594850727526400
Instagram: https://www.instagram.com/tv/B-1EqvnB11s/?utm_source=ig_web_copy_link
MAM
Kelvinator launches ‘Summer Paused’ AC activation in Mumbai
Three day Carter Road stunt targets Gen Z with interactive cooling experience
MUMBAI: Mumbai’s heatwave met its match and briefly, even time seemed to freeze. Kelvinator has rolled out an on-ground activation titled ‘Summer Paused’ at Carter Road Promenade, turning a busy seaside stretch into a surreal, snow-dusted spectacle to spotlight its heavy-duty air conditioners. At the heart of the installation is a live performer suspended mid-motion, staged as a “frozen” figure amid artificial snow and icy backdrops. The visual contrast chilled theatrics against Mumbai’s peak summer does the heavy lifting, translating a product promise into something passers-by can literally see and feel.
The objective is clear: cut through seasonal advertising clutter and make cooling tangible. Rather than leaning on traditional messaging, the brand is betting on experiential storytelling to drive recall and social media traction.
The three-day activation is designed to be more than a static display. Interactive formats such as ‘Break the Freeze’, ‘Brain Freeze’, and ‘The Staredown’ invite visitors to engage directly, nudging them from spectators to participants. An Instagram-led mechanic further amplifies the effort, encouraging user-generated content and extending the campaign’s reach beyond its physical footprint.
The choice of location and format signals a sharp focus on younger, digital-first audiences Gen Z and millennials who frequent high-footfall urban hotspots and are more likely to share immersive experiences online.
Behind the theatrics sits a broader product push. Kelvinator’s latest AC range is positioned around smart technology, energy efficiency, and durability, tailored to increasingly unpredictable and intense Indian summers. But instead of listing features, the campaign opts to dramatise the outcome: cooling so effective, it can “pause” summer itself.
In a category where every brand promises relief, Kelvinator is trying to make that promise visible, one frozen moment at a time.
