Kingfisher launched its campaign, ‘#NoFilterFriendships’. The campaign aims to celebrate conversations among friends. The campaign focuses on a simple yet profound message, “Open up and have an unfiltered conversation with your friends’.
“Kingfisher has always been a progressive brand, and through this pan-India campaign, we aim to echo the tension in the lives of Gen Z audiences, who hesitate to open up freely, fearing judgements from others. This campaign is a celebration of opening up and having judgement-free conversations,” Vikram Bahl, chief marketing officer, United Breweries Limited, said.
Conceptualised and created by Ogilvy India, the advertisement focuses on scenarios and everyday friendships, encouraging individuals to shed pretences and be themselves when connecting with friends. The campaign offers a change by inviting Gen Z to be themselves and have honest conversations.
“For an iconic brand like Kingfisher which enjoys such widespread popularity, the emotion and sentiment of its core audience – Gen Z, needed to be expressed in an entertaining yet meaningful way in the new campaign. #NoFilterFriendships was borne from this tension. Among the many stories that we thought of, the one we chose to debut this thought in, carries a little more social currency amongst our Gen Z audience. The story is executed with a light touch and uses all the loved brand elements like the oolalala jingle,” Harshad Rajadhyaksha and Kainaz Karmakar, chief creative officers, Ogilvy India, said.
The campaign will make its presence felt across diverse platforms, spanning TV, OTT, social media, influencers, and on-ground activations to champion the central message and maximise its impact.