Hindware Appliances launches first phase of multimedia campaign for its range of fireplaces
Hindware Appliances today announced the launch of the first phase of a new multimedia campaign for its line of IoT, voice and gesture fireplaces. The campaign emphasizes the essence of silence by using its branded “MaxX Silence” technology which produces less noise compared to conventional self-cleaning fireplaces. The campaign is launched on TV channels such as Sony set max, Colors, Aaj Tak, etc. in several regional languages such as Hindi, Marathi, Bengali, Kannada, Tamil, Telugu, Malayalam and Oriya. This will be followed by digital activations with a dedicated video to strengthen awareness.
Conceptualized by DDB Mudra Group, TVC follows the story of a newly married couple where the husband wants to impress his wife by cooking for her and the wife doesn’t want to interrupt her husband’s attempts by telling him how to do it right. The film takes place in silence as a voiceover tells the recipe for a happy married life and the key role that silence plays in it. Silence, which is of course activated by the ‘MaxX Silence’ function of the Optimus iPro.
The TVC has an upscale kitchen where the enthusiastic husband tries to impress his wife by cooking brunch for her. Things don’t go as planned and things start to burn, but, instead of his wife interrupting him and teaching him how to cook properly, she uses the IoT feature of the fireplace to help him. Although the food he prepares at the end may not taste good, the woman knows that sometimes the things that are not said are much tastier.
Rakesh Kaul, CEO and Full-Time Director of Somany Home Innovation Limited (SHIL), said: “At Hindware Appliances, we are delighted to foster innovation that brings joy to the lives of our consumers. With noise being the biggest issue when operating fireplaces in the kitchen, we believe there is a need to innovate and present solutions that enhance the lifestyle in addition to the overall cooking experience. And our branded “MaxX Silence” technology in chimneys delivers just that while maintaining quiet operation compared to other chimneys. Our IoT range of voice-activated fireplaces empower consumers by giving them access to all controls on their smartphone or simply using voice commands or gestures. With this, our consumers can now choose from India’s largest range of technologically superior quiet fireplaces and empower themselves to do more.
Kaul added, “With our latest TVC, we wanted to highlight the functionality of our IoT-enabled silent fireplaces in the easiest way possible. And thanks to the creative spirit of everyone involved, we were able to achieve it in the most appropriate way ”.
Commenting on TVC, film director Anthony Karbhari said, “Visually all I wanted to do was just enhance the film’s ability to transform into a relatable moment between a newly married couple. The performance of the actors relates directly to the characteristic of the product of being silent. The visuals from the film have a fresh and vibrant look and feel. Even though the visuals are well lit at all times, they release a cinematic, moody tone that seamlessly rises and becomes ambitious ”.
Arjun Suri, Creative Director of DDB Mudra Group, added: “As consumers cook at home more than ever before, we wanted to show that silence is not only important while cooking, but also in life and in our relationships. . After all, what allows us to get closer to our loved ones, it is not the stronger or more noisy moments but these little moments of love full of comfortable silences ”.
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