GrabOnRent, the product rental marketplace, has launched its #GarmiKaJugaad campaign keeping in mind the common man suffering from the dreadful summer heat. The campaign advises people to take on the summer season by renting out air-conditioners and coolers at a reasonable cost. The campaign, conceptualised by Media Moments, urges the audience to use GrabOnRent as a smarter and an economical solution to stay cool in summers.
The film taps into the âJugaaduâ mindset that Indians have mastered and for many is the mantra to live by. The film portrays various characters like a dog, an old couple and bachelor roommates suffering in the summer heat indoors. Each one finds an over-the-top hack or âjugaadâ to cope with the heat. It portrays how hilariously creative Indians can get when it comes to finding our âjugaadâ to fix many of the day-to-day issues. The catchy background score and the voice-over in the background add a lot to the mood of the ad.
Shubham Jain, CEO GrabOnRent, said, âGrabOnRent has always been driven by the philosophy of providing accessibility of any product to anyone. With this in mind, we take the onus to make the Indian audience aware of the economic viability and convenience of renting air coolers and air conditioners this summer. This campaign should fire the inhibitions and enable the neo-Indian audience to look beyond mindless consumerism and take a smarter decision.â
âAt one-third the cost, one can use an air cooler or an air-conditioner for complete summer season. This is a much smarter choice instead of buying the same and letting it lie around for rest of the year,â he added.
Prabhudoss Samuel AKA Sam, Creative Director, Media Moments, said, âBe it the bachelor who uses a clothes iron to roast papad or the young mother in the fields using a saree as a makeshift cradle for her baby, jugaad has always been a part and parcel of the Indian way of life. We always try to fix it ourselves before opting for the most logical solution available to us. Thatâs exactly what we wanted to portray in the film for GrabOnRent.com. To portray their AC and cooler rental services as a viable and economical solution for summer in comparison to any jugaad.â
The campaign takes the integrated omni-channel approach in order to reach out to todayâs digital-savvy audience spanning across the online and offline space. In the next phase, it will extend to print, radio, OOH while continuing to engage audiences in the digital space.
PR and Creative Agency: Media Moments
Production Partner: Be Water Films
Director: Morarji Anand
Creative Director: Prabhudoss Samuel
Client Servicing: Priya Kumari, Senior Brand Manager