The digital campaign for the ‘Exide Care App’ has been conceptualised by Rediffusion Y&R and consists of four films that show how the app provides solutions to all your battery issues
BestMediaInfo Bureau | Mumbai | January 9, 2017
Battery manufacturer Exide has come out with an app that provides a complete battery management ecosystem to consumers, right from purchase and warranty registration to service and emergency help.
The digital campaign for the ‘Exide Care App’ has been conceptualised by Rediffusion Y&R, which recently won the account of the company. The four films highlight the app’s key features such as buying a new battery, getting it delivered and fitting it anywhere you want, registering for warranty without the hassle of paperwork, getting service alerts and reminders, and emergency on-road help at more than 90 cities across India.
The films have a child as the central character to send across the message that using the app is hassle-free and simple. The first films show an Exide executive taking directions on phone to reach a customer who needs help. On reaching the house, he realises that the customer is actually a little boy who needs a battery to bring his Lego car to life. The Exide executive tells the boy about the ‘Exide Care App’ and helps him to use it.
The second film shows the same boy reaching to the same Exide executive about another battery-related emergency. This time it is the executive’s turn to help the boy’s father. In the third film, we see the boy asking his sister about the road trip she is about to start. He then tells her to install the ‘Exide Care App’ as she is going on a long trip and she might need it.
The last film has the boy’s harried father looking frantically for battery insurance. After a whole lot of searching, the boy finally introduces his father to paper-less insurance through the ‘Exide Care App’.
Speaking about this new app, Arnab Saha, President, National Trade Sales and Marketing, Exide Industries, said, “We don’t see this like another app that you will install on your phone and forget about. The Exide Care App is really about the whole Exide brand -- living Exide’s promise of trust and reliability. As leaders in the category, Exide has always set benchmarks and defined customer expectations – the Exide Care App is a leap into a customer-centric future where ‘We’ll be there’ whenever the customer needs any battery-related assistance – be it emergency service, requirement of a new battery, warranty claims and so on. With mobility redefining customer experiences across products and services, at Exide we see the Exide Care App as the fulcrum of customer interactions through the complete purchase and experience cycle.”
Commenting on the campaign, Pramod Sharma, Executive Creative Director, Rediffusion Y&R, said, “Striking just the right note for Exide was of paramount importance for us. To us, the Exide App is not just any App. It will, to a generation that survives on smartphones, be the face and the interface of the brand. The entire campaign has a wonderful collaborative effort between the client, our team and the production house (led by Director Pradeep Sarkar). We are confident the films will do well with the consumers.”
Elaborating on the challenges faced while making the campaign, Uttio Majumdar, Head of Operations, Rediffusion Y&R, said, “The challenge was to ensure that the Exide Care App is positioned correctly. Given the iconic stature of the Exide brand, the Rediffusion team was really charged up to develop a complete communication package that gives the Exide brand a fresh interpretation while playing up on its core strengths of trust and expertise. With six films, outdoor, radio and some innovative digital ideas promoting the Exide Care App, it is sure to be in the ‘must have on your phone’ category for all.”
The campaign will be extended to the outdoors, print and digital innovations.
Client: Exide Industries Limited
Agency: Rediffusion Y&R, Mumbai
President: Dhunji S Wadia
Chief Creative Officer: Rahul Jauhari
Chief Strategy Officer: Navonil Chatterjee
Head of Operations: Uttio Majumdar
Executive Creative Director: Pramod Sharma
Brand Partner: Tulika Rungta
Brand associates: Sachprit Bhoee
Creative: Ratheesh Pazhore, Adarsha Deshbhratar, Kiran Parihar, Akshay Nayak,Wiless Dmello
Production house: Apocalypso Filmworks
Director: Pradeep Sarkar