Triton spreads the safe water message for AquaSure's Kitanu Magnet
The TVC is supported by complete on-ground visibility at the point of purchase and full online digital visibility
BestMediaInfo Bureau | Mumbai | October 7, 2011
Triton Communications has launched a new TV commercial for AquaSure's Kitanu Magnet, which has 100 crore active sites that attract and remove bacteria, virus and cysts from water. The TVC has gone live from October 3, 2011, in eight languages across India while the digital activity went live from October 1. The campaign involves complete on-ground visibility at the point of purchase and full online digital visibility.
Kim Solomon, Senior Vice-president, Brand Services, Triton, said, “The brief we got from the client was to launch AquaSure's new breakthrough water purification technology that gives you 'safest drinking water' unlike inaccurate claims of some of the other water purifiers currently available in the market, some of them even using harmful chemicals for purification. The AquaSure process works most effectively due to 100 crore active sites that attract and remove bacteria, virus and cysts from water, more so without the use of any chemicals.”
The film opens with a dramatic entry of a police vehicle screeching to a halt on the road and an officer stepping out of the vehicle. The people on the road wonder what is happening. There is a huge magnet on his vehicle that is emitting powerful magnetic waves. In the neighbourhood, there are various homes where people are about to drink water from a candle filter, tap filter or from an ordinary water purifier.
Suddenly, from this water, evil-looking, almost human-like germs of various shapes start emerging. They are pulled out of the water by the magnetic field of the magnet, screaming and shouting, and get stuck to the magnet on the police vehicle. The cop then throws the magnet into the air which swirls and falls into the water and turns into the actual Kitanu Magnet in the water purifier, and the real bacteria and virus are pulled to it.
The cop then asks the kid what gives the world's safest water. The kid answers “AquaSure ka Kitanu Magnet”. The film ends with a pack shot of the water purifier and the Kitanu Magnet and a loving interaction between the mother and kid with a message that this is every mother's responsibility.
Solomon said, “The basic message behind the TVC is that AquaSure's breakthrough technology gives you the 'world's safest water' because the Kitanu Magnet attracts and removes bacteria, virus and cysts from water without harmful chemicals, thereby empowering mothers to fulfill the responsibility as protector of the family's health.”
The target group comprises working mothers from age 25 to 35.
CREDIT:
Company: Eureka Forbes
Creative Agency: Triton Communication, Mumbai
National Director - Creative & Strategy: Renton D'Sousa
Creative team: Vinayak Pattar, Creative Director; Atul Purohit, Creative Director; Arun Balgopal, Art Director
Account management team: Kim Solomon, Sr. VP; Chirag Tana, Client Services Director
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