Varuna Pumps takes water campaign forward with two new TVCs
Conceptualised by Scarecrow Communications, the commercials depict the predicament of fetching water in both rural and urban India
BestMediaInfo Bureau | Mumbai | July 12, 2016
Click on the image to watch the TVC.
Last year, Varuna Pumps had launched an extensive radio campaign to communicate its new position as a brand that wanted to shoulder the pressure of fetching water for Indians. The brand had then released seven long-format radio spots targeting various decision makers, influencers and intermediaries and roped in Om Puri and Rohini Hattangadi as their audio ambassadors. Taking the campaign 'Paani ka pressure hum lete hai' forward, Varuna Pumps has now taken the campaign to television and cinema with their two new TVCs.
Conceptualised by Scarecrow Communications, the TVCs, 'Rukmi Bai' and 'Jasmine Aunty', depict the predicament of fetching water in both and urban India.
The TVC 'Rukmi Bai', set in the arid lands of Kutch, highlights the problem of women in rural India who usually have to walk great distances and under punishing climatic conditions to fetch water. The TVC follows Rukmi Bai who walks miles across the parched land to bring home water. In the sweltering heat, a benevolent 'chagrawala' (autowala) gives her a lift. Once she reaches home, her husband has a pleasant surprise for her in the form of a newly installed Varuna Pump.
The second TVC 'Jasmine Aunty' highlights water issues faced by urban societies. Set in Dadar Parsi Colony of Mumbai, 'Jasmine Aunty' follows the travails of an elderly Parsi lady with arthritis, who has to climb all the way up to the fourth floor of her building with a bucket of water. The installation of Varuna Pump and the gushing water in her home brings relief to the elderly couple.
Speaking about the need for two TVCs, targeted at two different markets, Manish Bhatt, Founder Director, Scarecrow Communications said, “The problem that rural India faces is of horizontal transportation. Women in rural India have to travel long distances to fetch water. In urban societies, the problem is of getting the water to overhead storage units. The problems that they face are different and therefore we wanted to reach out to both rural and urban India through our commercials.”
Shedding light on the different treatment for the two TVCs, Varun Gajjar, Director, Marketing & Sales, Varuna Pumps, said, "We believe that every household in India has battled water scarcity in one form or another. Looking at the brand's significant presence in the domestic usage segment, our films have strategically chosen to address both ends of the spectrum – the consumers staying in rural as well as in urban India – in a highly emotional manner.”
The creative scorecard
Anupama Ramaswamy
Anupama Ramaswamy, Executive Creative Director, Dentsu Creative Impact, feels the decision to target the rural and the urban market separately was a smart one. “I think it is a very sensible thing to do. Considering the fact that the problems of rural and urban markets are not the same, why should the communication be?” she asked.
Naresh Gupta
“Water scarcity is a real problem, and it's a tough category to create a communication for. I like the way the brand has played with dry tap and the visual metaphor of water flowing through the tap. The urban Parsi couple story is far more moving than the rural story. I like the context is far better in urban story. Overall it's a good campaign,” said Naresh Gupta, Managing Partner, Bang in the Middle.
Anusree Menon
Anusree Menon, Director Outreach, DigitasLBi, wants to see how innovative the brand can get in the future, “Availability of regular water is a major concern for most people in India. While most assume that it's largely a rural phenomenon, the urban population faces a similar situation albeit in different circumstances. Om Puri's voiceover does great justice to bring alive the emotions that the brand is trying to convey. Compared to other informational pump ads, these connect instantly with the viewers. The problem-solution approach may work now but I'm keen to see how more innovative can the brand get in the long term.”
Ramaswamy on the other hand feels the ads lack freshness.
“The first thing that comes to mind when I think about the ads is 'sad'. However, it doesn't really touch you in an emotional way. The same old usage of the Parsi couple and the Rajasthani couple. It lacks freshness. The voiceover in a deep Om Puri voice, again feels jaded. I wished it left me with something. Good or bad, anything. But unfortunately it did not. That's why 'sad',” she added.
The TVCs will be played across more than 1,800 screens during the intermission of the Salman Khan starrer Sultan, from July 6 onwards. The TVCs have been released in Hindi, Tamil, Malayalam, Teluga and Kannada languages. Om Puri has lent his voice for the Hindi TVCs.
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