Campaign: India ke Rang
Company : Videocon Industries
Agency: From Here On Communications
The film opens on a Sikh kid gulping down his breakfast even as his mother asks him to slow down. The kid grabs his mom’s chunni and wipes his face before rushing out. The angry mom looks at her soiled new chunni before she puts it in the Videocon washing machine. Next, a newly married South Indian woman, accompanied by her mother-in-law is putting clothes into the washing machine when she finds her lipstick stain on her husband’s shirt. Red-faced, she hopes that her mother-in-law hasn’t seen it and quickly puts it in the machine.
The film continues on this note showing montages of people across the country using the washing machine to get rid of stains on their clothes, stains resulting from happy occasions – an infant wetting his grandfather’s kurta at his namkaran, two kids with their clothes smeared with cake, a young man’s sherwani spoiled with kheer stains on Eid, an impromptu party resulting in dollops of rasgolla syrup on everyone’s clothes, a young man drenched in Holi colours. Finally, all the clothes pile up and morph to form the colours of the Indian flag.
Brands playing the ‘unity in diversity’ card isn’t new, but only a few have been able to get it right. After the success of Indian Premier League (IPL)’s India ka Tyohaar campaign, comes Videocon’s new TV ad which takes inspiration from the same thought. So we have people from different corners of the country leading their distinct lives but united in the simple pleasures of life with the Videocon washing machine at the centre of these similarities. The background score fits with the mood and is hummable. “Our objective with this campaign was to showcase unity in diversity which we were able to create by depicting different facets of the Indian culture. We carefully identified the locations, shortlisted different situations and portrayed various emotions, amalgamated it with Videocon washing machine and built the campaign around it,” says Gullu Sen, managing partner, From Here On Communications.
In the world of consumer durables where multinational brands hold sway, Videocon has been able to stand strong since its entry in 1987 when it introduced its first set of washing machines even as many other Indian brands have fallen by the wayside since then. All along, the Videocon brand has stayed true to its Indian ethos and culture. Its latest ad, in a way, reinforces that truth, and celebrates its three decades in this category as it flaunts its Indian credentials through this patriotic jingle. The tag line – ‘Zindagi ke har rang nikhareinge hum, Videocon washing machine’ – too supports the concept.
If its popular jingle of yesteryear went like this, ‘Videocon Washing Machine – Ye dhoti saaf karti aur kapdo ko chamkaati hai…’ educating people about its product usage and thus becoming synonymous with the washing machine category, the new campaign reminisces about Videocon’s cult TVCs. Says Sunil Tandon, group CMO, Videocon, “Videocon was the first company to launch washing machines in the country and this segment is one of our key strengths and among the best selling product categories. Our past TVCs around the washing machine have been successful by not only being able to effectively communicate the essence of the product but also to educate the masses about its functionality, i.e., from cleaning, to washing and then drying. Known to be a cult TVC with a memorable jingle, we wanted to recreate the same magic again with the ‘India ke rang’ campaign.”
The music is good and so is the concept. The numerous stories told in the commercial resonate with everyone. However, in today’s market where the consumer is spoilt for choice, whether a lengthy TVC depicting different facets of Indian culture will be able to sway her mind remains a question.