Bosch's ingenious solution to get rid of rickety old appliances

The campaign, conceptualised by O&M Mumbai, promotes Bosch's washing machine exchange offer in a humourous way

BestMediaInfo Bureau | Mumbai | October 14, 2015

Click on the image to watch the TVC.

Bosch has rolled out a new campaign – 'Chance Pe Dance' – to promote its washing machine exchange offer. The campaign has been created and conceptualised by O&M Mumbai.

In India, home appliances such as washing machines are bought once and then seldom maintained. Within a few years these machines begin to wobble and consumers continue to use them. This should be a wake-up call for the consumer to replace it with a new one, but they wait until it cannot be repaired or exchanged anymore. Bosch Household Appliance's new digital film is crafted to tickle the funny bone, showcasing the signs of an ageing machine.

The campaign taps on the opportunity by showcasing a montage of old rickety machines dancing to a festive tune. The film highlights that now you can see your old machines dance 'one last time' and exchange it for a German-engineered Bosch washing machine with an attractive exchange bonus of up to Rs 7,000.

Harshad Rajadhyaksha and Kainaz Karmakar, Executive Creative Directors, Ogilvy & Mather India, commented, “Usually a promo brief is treated as an initiative to help the brand boost sales. But the way the brief was approached by Ramakrishnan Hariharan and team has proved how a real insight can be brought alive in such an enjoyable manner. The visuals of dancing machines are so disruptive that we are very positive of it having a great impact on the Bosch brand within the category.”

Gunjan Srivastava, MD & CEO, Bosch Household Appliances Manufacturing India, added here, “The festive season is traditionally associated with high purchase behaviour, especially for household appliances and gadgets. The 'Chance Pe Dance' offer aims to encourage customers to break their inertia and get rid of their old dysfunctional rickety machines in exchange for best in class German technology Bosch washing machines and usher the festive cheer ahead of the season.”

He further said, “Based on customer insights and buying behaviour, we have given a twist to household woes in a funny, yet captivating way. We are confident the new campaign will resonate with our customers.”

The TVC:

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

Credits:

Client: Bosch Household Appliances

Creative agency: Ogilvy & Mather, Mumbai

Creatives:

Executive Creative Directors: Harshad Rajadhyaksha, Kainaz Karmakar

Creative Director – Copy: Ramakrisha Hariharan,

Creative Director – Art: Anand Rane,

Team: Ashok Karkala, Vinay Pawaskar, Mahesh Ambaliya, Harshada Shinde, Vikrant Rajan.

Account Management:

Senior Vice-President: Arindam Sengupta

Client Services Director: Shivali Nair

Account Supervisor: Puneet Dewli

Account Executive: Pratibha Chhabra

Producer: Shiva Verma – Action & Cuts

Info@bestmediainfo.com

Info@BestMediaInfo.com