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Ingersoll Rand adopts the emotional route

Beginning with the print campaign; the first leg of corporate campaign launched; TVC to be released next month.

Neha Saraiya | Delhi | August 11, 2011

Last month, the news of Denstu communications winning the Ingersoll Rand account broke in. And continuing with the same, the company has released the first phase of its corporate advertising campaign. The agency has come up with a Print and Digital ad for the machinery company.

Speaking about the campaign, Swati Bhattacharya, Vice-President, Branding and Corporate Relations, Ingersoll Rand India said, “Over the years, Ingersoll Rand has transformed into a multi-brand commercial products manufacturer that inspires progress for its people and customers through its innovative technology solutions. The corporate advertising campaign will communicate where we are present and how our businesses impact lives. The campaign will play a significant role in enhancing our brand image, critical toour growth and expanding footprint in India. Dentsu Communications will handle the 360-degree advertising mandate for Ingersoll Rand India.”

The campaign aims to the transformation of the company’s image from a heavy machinery industrial enterprise to a break-through leader in technology. Thus the tone of print ad captures the soft side of the audience with an image of a small girl followed by a body copy that reads- ‘My daddy makes refrigerators for trucks that carry loads and loads of ice cream. He works at Ingersoll Rand.’

Commenting on the communication, Taira Kimura, Chief Operating Officer, Dentsu Communications says, “Through an integrated branding and advertising campaign spanning across several media, we are positive that the brand will grow significantly and enjoy greater positive recall among its target audiences.”

The TVC of the brand is slated for a release in next month.


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