Racold's 'power of hot shower' helps refresh the mind

Conceptualised by BBDO and produced by Cutawayy Films, the campaign reinforces the brand's positioning of 'Reborn everyday with hot water'. It shows how a young man after taking a hot bath gets refreshed and takes a correct decision

BestMediaInfo Bureau | Mumbai | December 19, 2016

Click on the Image to watch the TVC.

Racold, the water heater brand, has launched a campaign titled 'Power of hot shower' (#PowerOfHotShower) that tries to touch an emotional chord as it shows a strange connection between bath and parental love.

The campaign reinforces the brand's positioning of 'reborn everyday with hot water'. The commercial conceptualised by BBDO and produced by Cutawayy Films narrates the dilemma faced by a young man with his aged parents.

The film starts with a young man sitting with his laptop, and looking baffled and indecisive. The man thinks of taking a shower and refreshing his mood. During his hot water bath (Racold heater product placement), moments from his childhood flash in his memory, his mother bathing him as an infant, his father drenching him with water pipe as he returns from a football match, both his parents sponging his wounds after an accident and so on.

The next shot is when he walks to the living room, picks up the old age home registration form and tears it. As he walks to his aged parents, the message says -- 'Reborn everyday with hot water'.

The integrated marketing campaign is being launched on television and digital platforms, including YouTube, Facebook and Twitter. The commercial will be telecast across all major Indian GECs, regional, lifestyle and news channels. The campaign will be further amplified by a high octane print, BTL launch across major cities in India.

V Ramnath

V Ramnath, Managing Director, Ariston Thermo India Private Limited, said, “Racold, as a brand, has always believed in doing purposeful communication with its path-breaking water heating solutions at the core. The thought-provoking 'Power of hot shower' campaign strikes an emotional chord with the consumer, enabling him to be truly reborn.”

Anil Bhamre

Anil Bhamre, Head, Marketing, Ariston Thermo India Private Limited, says that the reason behind this campaign was two-fold, “We not only wanted to highlight how a hot shower from Racold can refresh and rejuvenate a person both physically and mentally, but also bring to light a larger social issue that involves the community as a whole. This television commercial is thought-provoking and strengthens the brand position of 'reborn everyday with hot water'.”

Gaurav Bisaria

Gaurav Bisaria, Head, Brand and Product Management, Ariston Thermo India Private Limited, said, “The new campaign emphasises on the transformative quality of hot shower from Racold in enabling a person to connect with his/her inner self. The campaign fuses the deepest consumer truths and the role of brand seamlessly to create a deeply moving film.”

Josy Paul

Josy Paul, Chairman and Creative Director, BBDO, said, “Brands have the power to resolve conflicts and tensions in society. That's what you see with this new communication from Racold. The brand offers a wide range of water heating solutions that show us the power of a hot shower. You realise that a shower is more than just a shower, it's an opportunity to see the world with fresh eyes… a chance to wash away your anxiety and the things that weigh you down and be reborn again. It's not just a bath, it's a therapy. And Racold tells us so in the most empathetic way.”

Bhavesh Kapadia, Director, Cutawayy Films, elaborated further, “These days it requires a brave client to buy an idea, which is so story-oriented and where the product is just an integral part of the film, especially in the category they are advertising. Strong emotions always act as a catalyst where the audience connects with the brand. A simple execution of a very strong emotional idea with a social message will help make the commercial memorable and create a strong brand recall.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/12/Racold.jpg

Credits:

Creative Agency: BBDO

Creative Director: Josy Paul

Planning: Rajat Mendhi and Manisha Sain

Producer: Monica Gambhir, Gaurav Dhar

Production House: Cutawayy Films

Director: Bhavesh Kapadia

Info@BestMediaInfo.com

Info@BestMediaInfo.com