Arise banks on a bit of magic this winter for its Classy Geyser

Created by Percept/H, the campaign shows that hot water just does not get cold with the Arise Classy Geyser – even when a magician tries his best

BestMediaInfo Bureau | Mumbai | November 14, 2013

Click on the image to watch the TVC.

Arise India has come out with a new geyser – Classy. Pertinent to the household needs for the coming winter season, the USP of the new geyser is its always available hot water which does not go cold at all. It is this uniqueness that is at the heart of the recent Arise campaign.

To communicate the USP, Percept/H designed the TVC around a rustic charm, where a famed magician – Goga – even after trying all his magic cannot make the hot water disappear. Through the TVC, the company aims to play upon the sensibilities of Tier II and III cities where magic and rustic language are used to create a connection with the audience.

The 30-second TVC opens inside the coach of a train where an Arise Geyser Box is seen lying on the top berth of a railway coach. A background jingle introducing Magician Goga sets the tone and informs the audience that something interesting is about to happen. Creating hype around the storyline, the camera pans towards characters looking awestruck outside the coach at the field where Goga is performing his magic tricks. A character in the audience asks his co-passenger about what is happening, when Goga is performing his biggest magic trick by making the entire train along with the people inside vanish. As the wonder unfolds, everything except the Arise Classy Geyser has disappeared with Magician Goga himself being dumbstruck.

Addressing his astonishment, a voiceover informs Magician Goga and the audience that come what may, the Arise Classy Geyser delivers hot water every time thus helping cut down electricity bills, something which even the magic of Goga cannot make disappear. The film concludes with the voiceover saying: “Arise Geyser…Garam pani khoob milega”.

Rajiv Agrawal, Executive Creative Director at Percept/H, said, “Arise has been a fledgling brand, around for a long time but relatively unknown. The owners have decided to take it to a different level. The one-line brief from Arise Chairman Avinash Jain was: give me memorable advertising. How many times do clients say such a thing these days! And that's exactly what we've attempted to do. Create disruptive advertising which, hopefully, will be memorable while doing justice to the brand and the volumes.”

The advertisement is part of an extensive brand promotion strategy whereby Arise India intends to reach out and increase its brand visibility amongst consumers. The company has earmarked a budget of Rs 10 crore for running a multi-media campaign including print, television, radio, outdoor, BTL and digital marketing. The Arise TVC is part of the strategic campaign wherein the company aims to create a positive imagery for consumers by going all out with its media visibility programme. The Rs 10-crore festive season allocation is part of the bigger Rs 60-crore annual budget allocation for brand promotion.

Jain said, “Through the TVC we wish to communicate our core message of Arise Classy Geyser delivering hot water every time, thus helping in saving electricity. The mandate to Percept/H was to create an endearing advertisement which creates an instant connect with the audience and makes them understand the USP of the product in the first view itself. We are very optimistic about delivery of the message and are looking forward to encouraging sales.”

“This ad is also a part of our concentration on BTL activities wherein we are investing significantly towards increasing our visibility in the market. Our idea is to create a positive imagery around Arise through our brand promotion activities and thus are riding much on our advertisement campaigns,” Jain added.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Percept/H

Executive Creative Director: Rajiv Agrawal

Production House: Apocalypso Films

Director: Pradeep Sarkar

Producer: Rachita Chowdhury

Info@BestMediaInfo.com

Info@BestMediaInfo.com