Kohler showcases how to overcome 'Irreconcilable Differences'

Conceptualised by O&M, the TVC for Kohler's high-end Veil Intelligent Toilets features a touch of Kohler's trademark boldness

BestMediaInfo Bureau | Mumbai | August 28, 2015

Click on the image to watch the TVC.

With the concept of millionaire toilets seeing a rise around the globe, Kohler, a global leader in kitchen and bath designs, has unveiled its new campaign titled 'Irreconcilable Differences'. As part of this campaign, Kohler showcases its commitment to design and technology by introducing yet another differentiated product - The Veil Intelligent Toilet. The Veil combines thoughtful design, powerful performance and user friendly functionality, giving a unique, innovative and luxurious experience to consumers.

The new Kohler campaign comprises an integrated outreach and engagement plan. This campaign will be spread across all platforms TV, print and digital. Featuring with this campaign is a TVC on irreconcilable differences directed by Vinil Mathew from Breathless Films, who also directed the feature film 'Hasee toh Phasee'. Interestingly, this TVC shows how the new, unique and luxurious toilet, The Veil, helps in reconciling a millionaire couple going through separation.

Commenting on the launch of this campaign, Salil Sadanandan, Managing Director, Kohler Kitchen and Bath, India, said, “Veil is the perfect meld of design and technology. With the Veil Intelligent toilet, we are giving consumers a unique and luxurious experience. We wanted our communication to be different from the usual bathroom advertising, while staying true to the brand's philosophy.”

The TVC revolves around a rich couple going through separation, with the new product Veil playing a lead role. Kohler with the new product shows that a product can address the balance of luxury, innovation, elegance, and technology.

Conceptualised by O&M Advertising, Gurgaon, the campaign features a touch of Kohler's trademark boldness. It is aimed at high-end luxury users and is the first step towards reimagining the brand core of 'Bold' and infusing it with luxurious texture.

Kapil Arora

Kapil Arora, President, O&M Advertising North, said, “By targeting the elite, you need to sell a luxury product to an audience that is not impressed by premium imagery alone. The result is an idea that is as compelling as its execution.”

Ajay Gahlaut

“The concept was born out of the need to drive luxury to the luxury livers in an imaginative way,” said Ajay Gahlaut, Executive Creative Director, O&M Advertising, Gurgaon. “The truth is, Veil offers an experience that is simply too good to let go of. The film brings to life the increasing possessiveness that comes with luxury experiences today, in a way that hasn't yet been explored in the category,” he added.

With this campaign, Kohler aims to go big on TV along with retail, digital and social media engagement.

The TVC:

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

Credits:

Client: Kohler

Agency: O&M Advertising, Gurgaon

President: Kapil Arora

Executive Creative Director: Ajay Gahlaut

Senior Creative Director: Nitin Srivastava

Associate Creative Director: Amrish Kondurkar

Copywriter: Shreyansh Byala

Vice-President, Client Services: Kabir Singh Baidwan

Account Supervisor: Arjun Shankar

Vice-President, Planning: Sarabpreet Bedi

Planning Director: Saumya Baijal

Production House: Breathless Films

Director: Vinil Mathew

Producer: Swadha Shetty

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