Blue Star launches immuno boosting water purifiers with baby warriors

Blue Star has announced the launch of a stylish range of residential water purifiers comprising 35 models across various price points with RO, UV, RO+UV and RO+UV+UF technologies. These include models with an innovative immuno boost technology, which provides alkaline antioxidant water that strengthens the defence mechanism of the human body.

Blue Star and Ogilvy took an offbeat approach to convey this through its campaign titled ‘Strong Babies’, using cute babies as a continuation from its previous campaign with the insight that children with great immunity are nothing short of super babies, possessing an innate ability to ward off diseases. Ogilvy crafted ‘Strong Babies’, an epic, warrior-style TVC that showcased babies as playful little warriors, ready to take on anything that came their way. Nobody could stop them from living ‘the baby life’ to the fullest. A feet-stomping, battle theme ran over situations tied in water sippers seamlessly. It ended with a call to ‘Get armed with immunity’.

Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers, Ogilvy India, said, “The idea of the campaign came straight from the product. The new range of Blue Star water purifiers come with a technology that improves your immunity. Babies dressed as cute warriors, armed with sippers, deliver this message in a simple and sharp manner.”

“The challenge was not so much in writing the script but in executing it endearingly. Cajoling the kids to act and handling the sippers was fun and exhausting, in equal measure. The director, Raylin Valles, worked hard to charm the kids and get them to act,” Rajadhyaksha said.

Girish Hingorani, Chief Marketing Officer, Water Purifiers and Head, Corporate Communications, Blue Star, said, “Immuno Boost Technology enhances the pH level of water, giving alkaline water. The body tries to naturally maintain the acid-alkaline balance of the blood. But when the body is overly acidic, the system has to work even harder to maintain that balance and can lead to interference with the activity of all the cells in the body. Alkaline water helps by neutralising the acid levels of the body, boosting metabolism, hydration and immunity. Further, this technology also helps fighting with toxic free radicals by providing enough antioxidants, which results in better immunity and lower damage of cells. We have been using babies in all our communication, as we believe that water given to babies is the gold standard of purity. Our brief to Ogilvy was to highlight this unique feature along with babies.”

The TVC:

Credits:

Creative

Chief Creative Officer: Kainaz Karmakar

Chief Creative Officer: Harshad Rajadhyaksha

Sr. Creative Director: Kumar Suryavanshi

Creative Director: Trishna Parkash

Copy Supervisor: Jason Samuel

Sr. Art director: Nikita Goswami

Account Management

Executive Vice-President: Prakash Nair

Senior Vice-President: Walter Noronha

Client Services Director: Smita Padmanabhan

Account Planning

Chief Strategy Officer: Prem Narayan

Planning Director: Nadia Miranda

Client Team

Chief Marketing Officer, Water Purifiers & Head, Corporate Communications, Blue Star: Girish Hingorani

Assistant Marketing Manager, Blue Star: Neha Nair

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