Mumbai: Voltas Beko, a JV between AC brand, Voltas, and Europe’s leading free-standing consumer durables player, Arçelik, is proud to announce its first-of-a-kind “Factory of Happiness” campaign, a pioneering initiative aimed at redefining brand engagement with its customers and to build trust among our consumers. The campaign successfully captures the reaction of influencers as they walked through the ‘Factory of Happiness’. The idea of the campaign is to establish Voltas Beko as a brand that believes in transperancy. This creative endeavor showcases Voltas Beko as a trusted partner in everyday happiness by bringing a group of lifestyle, technology and food influencers to its cutting-edge manufacturing unit in Sanand, Gujarat.
In a move that exemplifies Voltas Beko’s commitment to authenticity and immersive brand experiences, the campaign invited social media influencers to witness its intricate processes first-hand. The influencers were offered access to the ‘behind the scenes’ operations of Voltas Beko’s innovative, sustainable and technologically advanced products. These influencers served as bridges between the brand and real consumers, paving the way for a new era of customer-centricity and trust.
Inside the Voltas Beko factory, the influencers embarked on a captivating journey, witnessing the creation of home appliances from scratch. The intricate machinery, state-of-the-art robotics, and meticulous processes showcased the factory’s excellence in manufacturing. The influencers were also impressed with the workforce which consists of 70 per cent of women, happily working in the factory. As they delved deeper into the heart of the factory, the influencers were introduced to the meticulously designed features in refrigerators and washing machines. They were quick to note that Voltas Beko’s approach to manufacturing revolves around the customer’s needs, and this holistic experience left an indelible impression on them, reinforcing their trust in the brand.
Voltas Beko CMO & head of marketing Prasenjit Basu said, “The ‘Factory of Happiness’ campaign is an exciting leap forward in our journey to connect with our customers on a more personal and immersive level. Consumers today seek authenticity and a genuine connection with the brands they trust. Influencers have become a bridge between consumers and the products they choose to invite into their lives. Our aim was to provide them with an immersive experience within our state-of-the-art facility with full transparency so that it builds trust for the brand and its products. This campaign is a testament to our commitment to redefine brand engagement, establishing us as a trusted partner in delivering everyday delight to our valued customers.”
Through the campaign, the influencers got a chance to witness first-hand the creation of a wide range of consumer durable products, including refrigerators, washing machines, dishwashers, and microwaves. As pioneers in home appliance innovation, the campaign displayed our latest and futuristic range in a manner that truly resonates with the consumers. This activity provides unparalleled insights into the “Make in India” initiative of Voltas Beko.
NEW DELHI: Every year in the countdown March 8, brands go all out to woo the ‘fairer sex’, leaving no stone unturned. We are bombarded by a plethora of deals for retail therapy and tempting offers for some actual therapy at spas and salons to pamper women this one day of the year. They vie with one another on who can come up with better revolutionary, trendsetting ad campaigns that can grab more number of eyeballs. This year’s no different and in the run up to the much celebrated International Women’s Day, many brands have launched fresh campaigns to mark the occasion.
Let's take a look on who nailed it and who perhaps missed the mark…
OkCupid – ‘Ijazat Hai’
Online dating app OkCupid has released a digital campaign called Ijazat Hai. We are well into the 21st century and yet a majority of women are still raised to believe they need their partner’s permission to pursue a career, many of them still find themselves having to take ‘permission’ to live their life. The ad tries to break down the stereotype that a woman needs to have anyone’s assent for pursuing her dreams and goals or simply to live her life her way. It throws the spotlight on the supposed ‘benefactors’ in a woman’s life who think they are being liberal, broadminded and progressive by ‘allowing’ the women in their life this ‘privilege’. Whereas by needlessly bragging about it they are in fact actually stripping a woman's agency.
Prega News – #SheIsCompleteInHerself
In our society, where the defining purpose of a woman’s life is becoming a mother, infertility is viewed as a curse. To speak out against this bias, pregnancy test kit brand Prega News has released a new ad featuring actress Mona Singh. The ad has been widely acclaimed as shattering a much needed stereotype of an ideal woman. The ad shows Mona Singh as a doting, dutiful daughter-in-law, getting happy for her younger, pregnant sister-in-law. However, her own infertility casts a shadow over her happiness. The ad then showcases how she is also a super achiever, multitasker and superwoman all rolled into one- who ensures the happiness and needs of everyone around her. The ad tries to convey the message that irrespective of being unable to conceive, she is complete in herself.
The description of the ad reads, "Infertility affects every one in six couples in India and the circumstances around them make them suffer in silence. This Women's Day, let's speak up about infertility issues – and make this world a better place for people battling infertility. Prega News urges you to celebrate every woman for who she is because #SheIsCompleteInHerself.” Which is all very great, except that it is precisely what the ad does not do – “celebrate every woman for who she is.” By showing that only a woman who puts everyone’s needs and happiness above her own deserves her family’s love and acceptance, it is sadly reinforcing other stereotypes while trying to break down one. If only the brand had been bold enough to show an ordinary, everyday woman to send out this crucial message it would have made it much more effective. Aren’t we women tired of these tropes associated with us, with society constantly trying to either undermine us or else then place us on a pedestal? Can we live a normal life without sky-high societal expectations binding us down please?
Sugar Cosmetics- #EveryWomanIsAWonderWoman
Something along these lines is what beauty brand Sugar Cosmetics is trying to convey. Through their #EveryWomanIsAWonderWoman digital campaign it urges all women to stay beautifully fearless, while encouraging them to embrace and love everything about themselves, this Women's Day. Its recognises the fact that women are often self-conscious. In the growing age of social media where everyone looks up to someone who has a perfect body, or a beautiful smile, or a bold personality; they are led to believe that they may not be good enough. While we may always be happy to embrace the things we love about ourselves; we tend to shy away from the things we feel that might appear as a flaw. However, nobody is perfect and we are all the best version of ourselves.
The brand says, “When it comes to looking for a Wonder Woman in your life, you don't have to look too far; because you’re a Wonder Woman yourself, we all are. This Woman’s Day, don’t just embrace who you are, but the journey that led you to become who you are. Embrace the scars, the struggles, the defeats and the wins; because everything you are, is everything you are meant to be. Let beauty have no boundaries and rules.”
To this end, the brand aims to engage with approximately 8,000+ influencers to create maximum reach and engagement on this campaign by sharing what they’ve come to accept about themselves and embrace going forward. The posts would read as- “I embrace ________ I am a Wonder Woman!” The influencers will go on and encourage their followers to also participate and join the campaign to celebrate all the wonderful women. In lines with this theme, Sugar Cosmetics has also launched a limited edition range of mini liquid lipstick sets with names like Fearless, Fighter, Invincible and Adventurous.
MTV India – ‘There’s more to a girl’s life than Shaadi’
While there’s enough and more inspiration to be had from these Women’s Say campaigns, here is one which caught our eye for its quirky humour quotient. The digital campaign by MTV India sends out this message loud and clear: “There’s more to a girl’s life than Shaadi”. The ad is set in the future – in the year 2071 in outer space, perhaps so that the message is not just heard here on earth but also resounds across the universe. It features a female astronaut connecting with her mom back on earth from a spaceship. She talks about the ordeal she underwent to survive, while she discovered an alternate planet for earthlings to inhabit in the future. After patiently hearing her through, her mom hilariously has just one question to ask of her at the end of it, “Shaadi kab karogi beta? (When will you get married, dear?)”
The ad ends with the message, “Kuch toh society kahegi, society ka kaam hain taane dena. But this womens day just say #AawaazNahiAaRahi and move on.” Badass.
Co-working spaces brand WeWork’s campaign on International Women’s Day calls out patronising or discriminatory conversations that every woman has been subjected to at some point in their professional journey at their workplaces. The ad starts off with the words “Feel like you’ve heard this before?” and goes on to feature an audio track playing out all the usual dialogues a working woman usually comes across. Which goes to show that despite all the progress women have made in their life and career how certain typecasts and biases still haven't changed across the world. The video is a reflection of the society we have grown up in and the stereotypes women have been subjected to in the workspace. “Let’s take a moment to challenge these biases and work towards an inclusive space,” the ad says.
Voltas beko – “ghar sabki zimmedaari bhi sabki honi chahiye”
This digital commercial is conceptualised by Voltas Beko and Momspresso, a leading platform providing content for the multi-faceted mothers of today. The digital video #GharSabkaZimmedariSabki is an attempt to debunk the age old beliefs that women are solely responsible for looking after every aspect of the household- whether she be a homemaker or working woman. The refreshing message sent out is that if the home belongs to everyone, so does the household responsibilities it entails.
SBI General Insurance – #BringingWomenBackToWork
While it’s nice and "feelgood" to see brands put in so much effort to woo women, it is even more heartening when they go a step further to actually make a difference in their lives. By stepping into their world and trying to understand the problems they face. A tiny step along these lines has been taken by SBI General Insurance, one of India’s leading general insurance companies. To reiterate its commitment to diversity and inclusion in the workplace, SBI General has launched its #BringingWomenBackToWork initiative. This initiative is a step to encourage and hire women looking to rebuild and resume their careers after a break.
SBI General Insurance CHRO Sharad Dhakkate says, “With #BringingWomenBackToWork initiative, we aim to provide women a platform to facilitate their journey towards their career goals which they may have put on hold for various reasons. We believe that this initiative will create opportunities as well as enable us to augment our workforce and grow from strength to strength. We are glad to have received an overwhelming response of over 200 applications in response to our social media campaign #BringingWomenBackToWork.”
NEW DELHI: Voltas Beko’s primary role is to enable people to do more of what they love, with the people they love. Trusted by all moms in India, the home appliances brand has always been celebrated for triggering conversations and offering products that ease the life of mothers in India. With their new film on dishwashers, the brand has once again struck a chord in a fun way! It highlights Voltas Beko’s state-of-the-art dishwasher designed to fulfil the unstated but important requirements of Indian consumers.
The digital film ‘Word of Moms’, conceptualized by Wunderman Thompson South Asia, is inspired by a bunch of friends who are doubling up their responsibilities on the personal and professional front. The film highlights how we trust our friends and loved ones when it comes to finding solutions. In this case, these friends, also multi-tasking as mothers at home, discuss how to wash dishes in the easiest possible way. And this is a question that households across the country seem to be asking as people try to strike a balance between work and the home. The film also depicts how, under the current circumstances, technology has stepped up as an important channel to maintain relationships and also interact with the world outside.
Speaking about the campaign, Voltas Beko marketing head Prasenjit Basu said, “We have witnessed a significant spike in demand for both our table top and full-size Dishwashers in the last two months. It’s interesting to note how consumers are increasingly adopting technology to ease their multitasking lives. Some of the differentiated features like the Dirt Sensor, Aqua Intense and Corner Intense technology which effectively washes heavily soiled utensils, catering to the cooking and food habits of an Indian consumers, has been a huge draw for our consumers.
Commenting on the creative idea, Wunderman Thompson, Delhi, managing partner Joy Chauhan said, “Interestingly, this piece of content for Voltas Beko is nothing short of we eavesdropping on real time conversations and feelings of millions of Indian families. This communication is so real, because each one of us has been in the same boat due to the lockdown. Getting this right meant understanding the exact emotions of our consumer. Something we take a lot of pride in at Wunderman Thompson. Covid-19 will expedite the inclusion of technology in our kitchens and homes. We expect the demand to rise and the momentum to continue and this is just the beginning.”
Interestingly enough, it’s this very technology that made it possible to produce this film under lockdown. Shot on the actors’ own phones with the director calling the shots over video call, it has been a one-of-a-kind experience making this film.
The brand stands for convenience and enabling users to find joy in the everyday, something that was clearly felt as the COVID-19 pandemic forced the world to stay home, especially for our target audience – the urban Indian mom.
Credentials:
Creative Agency: Wunderman Thompson, South Asia
Managing Partner & Sr. VP: Joy Chauhan
CCO: Senthil Kumar
Creative Team: Siddharth Prasad, Malini Patnaik
Servicing Lead: Charu Bhatnagar
Account Management: Rahul K Singh, Drishti Ganguly
Planning: Pinaki Bhattacharya, Nikhil Thakkar
Production House: Small Fry
Mumbai: Advertising and marketing world is buzzing with ideas on making Mother’s Day more special for their audiences. Brands are leaving no stones unturned to mark their presence on social media. Today is International Mother’s Day, an occasion that reminds us the reason for our existence. During this lockdown, family is the only thing that is keeping us sane. No matter how difficult the times are, there is one person we can always lean our shoulders on: our mothers. Yes, in this quarantine buying a bouquet of flowers or buying a card may be a little difficult, but you can definitely look at these creative campaigns to make your day little happier.
We’ve come up with a bunch of fun, innovative and emotional campaigns that will want you to hug your moms immediately. So, let’s have a look at the Mother’s Day campaigns for 2020.
Mamaearth
Toxin-free personal care brand Mamaearth has decided to launch a special Mother’s Day Campaign this year. It’s a fun and refreshing tribute to Indian mothers, who are having a hard time during this pandemic. The video of this song showcases Indian moms of all ages, sizes, and communities.https://we.tl/t-hOL7V2e3dX
Wakefit.co
Wakefit.co’s Mother’s Day Campaign ‘MaaTeri Lori is an emotional ode to the mother who is currently away from her child due to this lockdown. The company has tied up with film, TV and social media celebrities such as Sumeet Vyas, Rasika Dugal, Atul Srivastava, Abhay Mahajan, Ashish Verma and Sulagna Panigrahi, who feature in the videos.
ShareChat
ShareChat, the Indian social media platform, is running a five-day #MAA4ME campaign to commemorate motherhood and recognize all the selfless efforts made by the mothers.
Glucon-D
On this Mother’s Day Glucon-D salutes mothers across the nation with its campaign #EnergyGharKi. Through this campaign, users on social media will be able to create virtual packs with their mother’s name embedded with a personalised picture instead of Glucon-D’s logo
Surprise your mother too by creating a virtual pack: https://glucon-d.com/
Havmor has come up with an interesting campaign celebrating the essence of motherhood. This is the first time that the brand has taken a digital route to convey a special message. The film highlights the fact that mothers can be carefree and it’s time we live and celebrate the kid in them.
Dineout
Dineout celebrates Mother’s Day in a diversified manner. The video showcases the idea of different languages but one love. Dineout’s employees shared videos of the most common dialogues of their mothers.
Whirlpool of India
Whirlpool launches a social campaign to acknowledge the lessons learnt from mothers that prepares one for life. The #PreparedToTakeCare campaign has been designed to celebrate the unwavering spirit of mothers.
On this special day Sony Music Kids launches ‘Mother’s Day Rap Party’ playlist in an effort to drive up the entertainment quotient for moms. Celebrity parents Soha Ali Khan, Mahi Vij, Tahira Kashyap and Angad Bedi will be seen bopping to these unusual beats.
bit.ly/SonyMusicKids_MothersDay
Lotte ChocoPie
Lotte India Corporation Limited celebrates this Mother’s Day with two unique digital campaigns #PauseToThank (Lotte ChocoPie) and #ArgumentsWithMom (Coffy Bite).
Titan
Titan has launched ‘Tune for Ma’ Mother’s day campaign to make this day special. The campaign is conceptualised by Ogilvy. In this film, Titan shares an evocative message on the healing power of Mothers and Music.
Asus
Electronics firm Asus has also launched a new campaign #LikeMotherLikeAsus to celebrate the consistent productivity of mothers while juggling with several other tasks.The campaign is conceptualised by Dentsu Webchutney.
Voltas Becko
On this day, Voltas Beko is paying tribute to single mothers through its emotive campaign “#IAmEnough”. The video, conceptualized by Momspresso, is inspired by single moms. With this DVC, Voltas Beko is reinforcing its commitment as the ‘partners of everyday happiness’ to mothers across India.
CK Birla
Columbus India (A Dentsu Aegis Network Company) created a beautiful and emotional video for CK Birla Group Hospitals which will be posted on all its social media handles to honor the brave health care workers in the hospital.
AIS
AIS did an amazing post saluting the mothers for their undying will and unconditional love for the family. Such a simple yet impactful thought to thank the strength of the whole family during this time of the pandemic. A true inspiration who deserves appreciation every day for being our savior like an unsung hero. #ThankYouMa
Disney Junior
This Mother’s Day, Disney Junior is celebrating the special relationship between mothers and their little ones across its digital platforms. These mothers along with their adorable kids, gave a glimpse of a few special moments spent with their pre-schoolers.
https://www.instagram.com/disneyjrindia/
Some of the other interesting posts that caught our intention include:
MUMBAI: Voltas Beko and Europe’s free standing consumer durables player, Arçelik, have launched a new digital video commercial named "#IAmEnough". Launched on the occasion of Mother’s Day, this DVC is a tribute to the single mothers who make invaluable sacrifices and embrace multiple roles in order to raise their children, especially during this period of lockdown.
The "#IAmEnough" video, conceptualised by Momspresso, is inspired by single moms – those amazing mothers who have the strength to raise their child alone and the courage to never give up even in face of the greatest challenges. With this DVC, Voltas Beko is reinforcing its commitment as the ‘partners of everyday happiness’ to mothers across India.
You can view the video here- DVC Link: https://youtu.be/QkVbwkbCayA
This video also tries to sensitise other members of the society to be kind towards single parents, keeping in mind the varied struggles they face. In a simple slice of life narrative, the film depicts an every-day scenario about a girl and her mom, who we find out later is a single parent, enquiring about each other’s day. The film goes on to depict an incident where the young daughter was troubled at school because she has a single mom. The daughter surprises her mother by reacting to the taunt in the most mature way, saying that because her mother puts in double the efforts in raising her, how can she be called single? This is a moment of realisation for the mother, who sees the wisdom and maturity in her child as a result of her being a good mother, who finally believes, “I am enough.”
Voltas Beko CEO Jayant Balan said: “At Voltas Beko, we pride ourselves on being the ‘partners of everyday happiness’, especially for mothers across India, as we understand their requirements for convenience and efficiency. On this occasion of Mother’s Day, we have once again partnered with one of India’s biggest mom communities to identify and celebrate the unparalleled commitments by mothers and urging all of them to believe in the simple self-affirmation, #IAmEnough.”
Voltas Beko marketing head Prasenjit Basu said: “While Mother’s Day is celebrated every year, it is very unique this year, considering how mothers are nourishing their families during this period of lockdown. Single mothers across the country are working without a break, way more than most others – in progressing their career, and in taking care of their homes and families. For the conceptualization of this film, we partnered with a community of mothers to understand their unstated requirements. We hope this acts as a thought-starter and sensitises the society as well.”
He further added, “Voltas Beko is dedicated to make the lives of each ‘mom’ easier by offering technologically superior, easy to use, energy efficient home appliances, which have been specifically designed for Indian conditions.”
Momspresso chief editor Parul Ohri said: “This is a film which will strike a chord with every mother who has ever second guessed herself or been judged by the world – and which one of us hasn’t! Just like in our film, sometimes it takes your child doing something simple, yet so remarkable, for the belief to hit you in a rush, “Yes, I am enough!” A belief that becomes even more critical at this time of lockdown, when mums need to see that their children are just happy being with them, secure in their love and enjoying the unique time they have got together.”
Prior to this, Voltas Beko had also brought up another insightful thought, ‘Kahan Gaya Mummy ka Sunday’, which addressed the issue of mothers being on their toes constantly, not getting a chance to relax and unwind even on Sundays.
This year, Voltas Beko launched a wide range of Refrigerators, including the Direct Cool refrigerator series. The StoreFresh technology in the Voltas Beko refrigerators enable 30 day freshness of fruits and vegetables. The Company also increased its portfolio by launching 98 SKUs of Refrigerators, 13 SKUs of Front Load Washing Machines, new range of 5-star Top Load Washing Machines and 45 SKUs of Semi-Automatic Washing Machines along with 4 SKUs of Dishwashers and 12 SKUs of Convection Microwaves. Voltas Beko aims to provide its consumers with state-of-the-art innovative products that are designed to fulfil the unstated requirements of Indian consumers.
