Ottomate, a smart-home electronic brand, recently launched a TVC campaign crafted by The Womb to showcase its range of innovative smart fans with a tinge of humour.
The TVC campaign was created in a funny manner where a dead person gets up from his coffin to increase the speed of the fan in the middle of his funeral. The film’s creative approach was to dramatise the pain point of people who have to get up from their sleep to change the speed of fans in the middle of the night. The TVC brings alive the solution to the problem, Ottomate’s automatic fans, with the tagline ‘Hai na common-sense-wali baat’.
Vishal Sehgal, CEO and MD, Ottomate, said, “We want to make homes engaging and intuitive. Our products have been designed to make everyday lives better and easier. The smart features in our fans go way beyond aesthetic touch-ups or fancy claims, and are meant to truly make a difference to how people benefit from this category.”
Kawal Shoor
Commenting on the campaign, Kawal Shoor, Founding Partner, The Womb, said, “After Saregama Carvaan, this is our next foray in helping our client first zero in on the right innovation that home-owners will truly value. Vishal and his team brought a lot of ideas on how to improve the everyday fan, and from there on, it was a pleasure to work with the Ottomate team to bring those ideas to life. We partnered them in mapping a multitude of use cases, took them to consumers to validate the value of each, and shortlisted the ones that the client should launch in the first year. The bottom-line was – the innovation has to be so obvious in hindsight (the best ones usually are), that people could say, ‘Hai na common-sense-wali baat’. ”
Navin Talreja
The campaign went beyond the regular grammar of storytelling. Navin Talreja, Founding Partner, The Womb, said, “For the brand's unique Auto Mode feature (the fan automatically adjusts its speed according to the temperature in the room), the communication needed to be simple. Chats with potential consumers threw up a scenario of people having to get up from their sleep to change the speed of the fan in the middle of the night. The creative approach was to dramatise this pain point but do so in a way that breaks codes of fan advertising and brings alive the feature of the fan (the solution) in the most dramatic manner and with a dash of humour. We are happy that Vishal and the team at Ottomate were willing to go beyond the regular grammar of storytelling for the launch.”
The campaign shows that humour in life can come from death too.
Suyash Khabya, Creative Partner, The Womb, added, "When a product feature is so kickass, creative ideas just roll. Humour in life can come from death too. That's what happens in this film. Also while executing it, we were very mindful to not go over-the-top. We underplayed the satire and kept it subtle."
Credits:
Agency: The Womb
Founding Partners: Kawal Shoor and Navin Talreja
Creative: Suyash Khabya
Planning: Nakul Jayadevan
Account Management: Dhaval Jadwani and Akshaya Gangan
Client: Ottomate
MD & CEO, Ottomate International Pvt. Ltd.: Vishal Sehgal
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