Prestige aims at lifestyle brand message with the Bachchan star couple
Old tagline 'Jo Biwi se kare pyar, woh Prestige se kaise kare inkar' makes a comeback in a set of 6 TVCs made by DDB Mudra
Sohini Sen | Mumbai | October 8, 2013
Click on the image to watch the TVC.
TTK Prestige is revamping its brand through a new campaign featuring one of India's iconic on-screen couple, Abhishek Bachchan and Aishwarya Rai Bachchan. While the company was known for mainly its pressure cooker range till a few years back, it now boasts of a lineup of premier kitchen appliances and innovative and smart kitchen solutions. The new communication idea has been taken forward from the old and much loved campaign 'Jo Biwi se kare pyar, woh Prestige se kaise kare inkaar' and blends it in a new scenario in the life of the star couple. The new idea revolves around the brand platform of 'simmering love, togetherness, and food'.
TT Jagannathan, Executive Chairman, TTK Prestige, said, “Prestige has always led the path on innovation and set benchmarks in the kitchen appliances industry. The decision to bring back the timeless campaign, 'Jo Biwi se kare pyaar, woh Prestige se kaise kare inkaar', is significant. Having Aishwarya and Abhishek Bachchan as brand ambassadors re-emphasises our leadership in the industry.”
Vipul Thakkar, Executive Creative Director, DDB Mudra South, said, “I think it's a coup of sorts to have these two personalities endorsing Prestige, bringing back the iconic line and talking about the wonderful innovations, and product offerings of Prestige. The chemistry that this couple shares and the pleasure they derive in each other's company is absolutely real. Also, unlike any other advertising where celebrities play characters, these two are playing themselves – a couple who love being together, share their chores, have their occasional tiffs, and often surprise each other. I'm really looking forward to the consumer reaction, and I am sure they are going to enjoy the chemistry, fun and playfulness which these two share, with Prestige being the bonding factor. After all, jo Biwi se kare pyar, woh Prestige se kaise kare inkaar.”
While the old campaign focused more on the safety part of the pressure cookers and was thereby the perfect buy for a husband who wants his wife to be safe even while she cooks, the new line introduces a lot more products. It also takes on the meaning of companionship and bonding between a couple – any couple – with a Prestige product in the picture.
A set of six TVCs has been made by DDB Mudra South to drive the point across. The first of these TVCs is an introduction to the entire range and features Abhishek in a doting husband's role. He cooks his wife's favourite meal because she has had a rough day, but when Aishwarya asks how he managed to make it, he answers, 'With love and a little help from Prestige'! The other five TVCs are dedicated to a product each. They all feature the star couple and show them in different day-to-day scenarios. DDB Mudra actually used inputs from the Bachchans to use in the story so that it seamlessly blends with the products.
Speaking at length about the campaign, Sonal Dabral, Chairman & Chief Creative Officer, DDB Mudra Group, said, “I'm really excited by the leap we have taken for TTK Prestige with this new campaign. For a whole generation of Indians the name Prestige immediately brings memories of the iconic tagline 'Jo Biwi se karen pyaar, woh Prestige se kaise kare inkaar'. This campaign revives the line, first introduced 13 years back, and brings it back in a totally new context. While the line's genesis originally rested in the safety aspect of Prestige Pressure cookers and congratulated the husband who decided to get the safest pressure cooker for his wife, in this new campaign the line takes on a brand new meaning of togetherness and bonding between young couples of today and salutes the equal partnership they share in running their homes and importantly their kitchens.”
Dabral added, “We are fortunate to have Aishwarya and Abhishek Bachchan as the brand endorsers. The magic and the sparkle they have created together would have been impossible for any other brand ambassador to create. I'm certain we will see charming little stories of this couple and Prestige make way into people's hearts for many years to come.”
The TVC introducing the Prestige Induction Cooktop shows Abhishek narrating an 'un-original' film script to Aishwarya, and she escaping to the food being cooked on the cooktop. It ends with both of them laughing about the script and admiring the cooktop. The TVC for the pressure cooker shows an angry Aishwarya fighting with Abhishek for a late night out. The regular tiffs and leg-pulling are shown in a light and sweet manner and feature the star products from the house of Prestige.
Another one shows Abhishek suggesting an often repeated script to Aishyarya. His story has a criminal who has been put behind bars, and like the typical movie image, is made to grind masalas in jail. Aisharya, hearing this, jokingly remarks that maybe he should be given the Prestige mixer grinder so that he can do other things in jail. Prestige's Schott Glass range has been showed in a funny TVC as well, where Abhishek instead of admiring and complimenting Aishwarya, is stunned by the beauty of the Schott glass. The non-stick cookware is shown as the perfect cooking range for the diet conscious in the final TVC. All six TVCs end with the old slogan 'Jo Biwi se kare pyar, woh Prestige se kaise kare inkar'.
Sujay Ghosh, Senior VP, DDB Mudra South, said, “There was a need for Prestige to leapfrog into the next orbit, almost immediately. So the two-pronged strategy of using a celebrity couple who cuts across North and South and refreshing the evergreen line 'Jo Biwi se karey pyaar, woh Prestige sey kaisey kare inkaar'. We are fortunate to have Abhishek and Aishwarya as brand ambassadors because they really partner the brand in the true sense, which we discovered later. Many interactions happened with them to hone and polish the communication to be as real and relevant as possible. It was a great experience working with the first couple of Bollywood.”
Speaking about their association, Aishwarya said, “Endorsing India's No.1 kitchen appliances brand is a great opportunity and I am privileged to be associated with Prestige. The brand name immediately brings to mind the tagline 'Jo Biwi se kare pyaar, woh Prestige se kaise kare inkaar'. I distinctly recall this memorable line; it is a phrase that transcends time. I am glad that Prestige believes in it and has held on to it. It is traditional yet so relevant to our present-day lives. The essence of the campaign truly reflects Abhishek and I as we are contemporary in our outlook yet rooted in tradition.”
Abhishek added, “The fact that TTK Prestige has been around for more than 60 years is a clear indication of the relevance and reliability of the brand. It is therefore an honour to work on the campaign for a brand that inspires such loyalty. Frankly, cooking is no longer a boring chore and I would recommend it as a perfect way to bond. The campaign provides a discreet view of our lives. You will see us in a new light. Both Aishwarya and I identify with the campaign in many ways. It is honest in bringing out that cooking in the kitchen can be fun and an enjoyable experience when enabled with a fantastic range of products from Prestige.”
As Srinivasan Ravichandran, Managing Director, TTK Prestige, commented, “It is the first time that a kitchen appliances brand has chosen a high profile Bollywood couple as brand ambassadors. The strategy is to differentiate the brand in the market with the right dose of imagery and glam quotient. We are happy to have Aishwarya and Abhishek endorse our brand and help us take the brand to newer heights.”
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/ "Click on the image to watch the TVC.")