The ad film conceptualised by Contract Advertising uses the innocence of children to educate why sharing clean drinking water is a good habit
BestMediaInfo Bureau | Mumbai | February 22, 2017
Moonbow, the brand from sanitaryware company HSIL, launched its new TVC campaign ‘Ab India peeyega achcha’ for its water purifiers. The television commercial conceptualised by Contract Advertising visibly captures Moonbow’s initiative to highlight that everybody, irrespective of their race, caste or creed, is entitled to pure drinking water.
The TVC narrates the story about the innocence of childhood as children from different socio-economic background play together and share water since ‘Accha paani share karna acchi aadat hai’.
Talking about the campaign, Rakesh Kaul, President, Consumer Products Division, HSIL, said, “One of the biggest challenges in India today is access to clean drinking water. With this TVC, we perfectly capture the brand’s commitment towards providing consumers clean drinking water across India.”
The TVC is being played on primetime TV slots across general entertainment channels, select English and Hindi news and movie channels from February 14 onwards.
Translating the product thought of ‘Ab India peeyega accha’ on to a story line came from the insight that children see no barriers. The TVC celebrates and demonstrates the same through its story line.
According to Director Aman Sachdeva, whose recent work includes TVCs for Oppo phones with Hrithik Roshan, Akash Digital, Nestle and Ministry of Power, said, “I had a good time working on the Moonbow TVC. Films are as good as the teams involved in it; the client, agency and production team came together for a single goal (pun intended) of making an honest film with a sublime message of how kids don't have any prejudices when it comes to social class/ background differentiation. Authentic casting, convincing performances and emotional quotient of the film is just about in right balance as intended.”
Quoting on the TVC, Team Contract, said, “In a fairly cluttered market, where every brand spoke of technology and gave rationale to why their water purifier works seemed very similar to each other. The idea really qualitatively talks about the collective spirit with ‘Ab India peeyega achha’. While the broader theme was about sharing is good, and with Moonbow Water Purifier, you share good water no matter who you are sharing it with.”
It is a simple story that begins in the kitchen of a home where a kid takes a bottle of water from the Moonbow water purifier to the playing field. The kid sees a bunch of boys as spectators, and invites one of them to play, after a demonstration of his skill. Soon the other boys are also invited to play. The TV commercial ends on a high note of sharing water because when you have something good you share it with others, instilling the spirit of oneness.
The brand ‘Moonbow’ was introduced in December 2015, with the launch of an exclusive range of air purifiers. In, August 2016, the brand launched water purifiers for the Indian consumers.
Creative Agency: Contract Advertising
Production Agency: Promodome Communications
Director: Aman Sachdeva