To mark their growing presence in India, what3words has launched its first campaign - led by a TV film - that illustrates how the innovative technology simplifies India's long and complicated addresses. The film has been conceptualised by Famous Innovations and directed by Shirsha Guha Thakurta, Oink Films.
The film opens on an irritated looking actor Vijay Raaz narrating his home address to someone delivering him a suit. The long and meandering narration of the address soon turns into a rap, as the delivery person struggles to find his way among complicated streets and buildings. That's when a frustrated Vijay Raaz turns to the what3words app to give the delivery person a what3words address, with which his location is placed easily.
Shot in the streets of Kolkata, the film celebrates the vibrant chaos of India, while providing a logistical solution.
what3words is revolutionising the way we communicate location. It has divided the world into 3m x 3m squares and given each a unique combination of three words: a what3words address.
For example, ///caring.trick.handrail identifies the perfect spot to take a photo of the iconic Taj Mahal.
Raj Kamble, Founder and CCO, Famous Innovations, said, "We started with the simple observation - addresses in India are long and complicated - and sought a way to dramatise the same. Vijay Raaz's authentic delivery of anger, his raw rap and Kolkata's cacophonous complexity create an endearing confusion that we feel will introduce the brand to consumers in a very relatable and memorable way. We have all been that person at some point, barking impossible addresses to someone on the phone. We tried turning that everyday occurrence into an entertaining piece of content, finally landing on the simple solution that is what3words."
Giles Rhys Jones, CMO at what3words, added, "India is an incredibly exciting market for us. It’s a country that welcomes innovative technology and is driven by a desire to get ahead. This fun and insightful campaign perfectly demonstrates addressing challenges people and businesses face every day and how what3words can make knowing exactly where, simply simple.”
The campaign was launched with a TVC, and will be supported by OOH, Radio/Audio, Print, Digital, PR, Influencers, and more.