New TVC conceptualised by Percept/H pegs the product around the USP of the product - its quality
Sohini Sen | Mumbai | December 23, 2013
Arise India's new inverter line boasts of the guarantee for quality and service. Keeping this in mind, Percept/H has conceptualised a campaign for the product from the ISO 9001-2008 certified company.
Avinash Jain, Managing Director of Arise India Ltd, pointed out that âThrough the TVC we wish to communicate our core message of Arise Inverter, 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. With the resultant advert we are very optimistic about the deliverance of the messaging and thus are looking forward towards encouraging sales of the product.â
The TVC opens with a certain Sharma ji lying on a hospital bed while the doctor checks his X-ray report. The doctor suggests that a complicated bone replacement surgery will be done and then in 6 months Mr Sharma will be fit enough to play whatever sport he chooses. When the patient asks if there is any guarantee the doctor replies of course there is. However, instead of saying anything about the medical procedure, he talks about the guarantee of an intelligent charging system, sinewave, transformer and service. It is then revealed that he is talking about the Arise Inverter.
Rajiv Agrawal, Executive Creative Director of Percept/H said,âArise 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 the Chairman was to give me memorable advertising. How many times do client say such things these days! And thatâs exactly what weâve attempted to do. Create disruptive advertising which, hopefully, will be memorable while doing justice to the brand and the volumesâ
âThis advert creation 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 campaignsâ, Jain added.
Creative: Rajiv Agrawal, ECD, Percept/H
Production House: Apocalypso Films
Director: Pradeep Sarkar
Producer: Rachita Chowdhury