Ad Strat: Kirloskar – Engineering Solutions

06 Feb,2012

Aniruddha Oka, Chief Operating Officer, Quadrant communications

 

1. Name of the Campaign:

Kirloskar – Engineering Solutions – just a phone call way

Client: Kirloskar Proprietary Ltd. (owner of Kirloskar and Kirloskar Green Brands)

Client Person: Mr. Vijay Varma, President

 

2. The Brief:

Take the Engineering high-ground by dramatically communicating the engineering capability that Kirloskar possesses of handling seeming impossible, large challenges (in water and power businesses) with ease and also build awe /respect for Kirloskar.

 

3. Research insights:

Though, Kirloskar enjoys a high brand recall, the relevant TG like key decision makers and general public are not completely aware of the true capabilities that the Kirloskar possesses.

 

Though, the brand is known for a wide range of products it offers, there was a need to highlight the magnitude and ease with which they can provide engineering solutions.

 

Moreover, a foreign consultant acknowledging/endorsing a brand to a set of Indians delivers a surprise value that in Africa andMiddle East, Kirloskar has earned a high reputation with the European/American consultants for large projects.

 

[youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=tL27uKluzaU[/youtube]

4. The thought process behind the creative:

When you have a highly capable giant on your side, even the toughest daunting tasks

appear simple. Utilising this insight, the TVC highlighted Kirloskar’s engineering capability by actually de-glorifying large challenges like shifting a lake up the hill, a capability Kirloskar has actually exhibited while executing the Sardar Sarovar Narmada Nigam’s Project in Saurashtra – the world’s largest irrigation scheme, inIndia.

 

Lastly, if a company can handle such complex engineering problems so easily, handling my problem is a child’s play is what the unsaid message to the TG is.

 

5. Media vehicles chosen:

TV (primary) – Select Infotainment, Business and news channels – with support of the Internet.

 

6. Key issues kept in mind while executing the ad:

While dramatically projecting the largeness of the problem/task, the challenge was to deliver the “shock value – just a phone call” and yet make it look very real.

 

7. Does the treatment do justice to the brief?

Well, we think it does.

 

8. What according to you is the differentiating factor about the ad?

Unlike the other engineering/project sector advertising that shows products and project details in full glory and actually highlights their complexity, here it takes the air out of them making it seem very simple, thanks to Kirloskar.

 

9. Market and client feedback:

The TVCs were well appreciated and were viewed even on Youtube and other sites.

The video pre-rolls on ESPN.com during World Cup Cricket last year, were viewed in such a large number, that the client’s website bandwidth went for a toss. And even when the viewers had the option to skip, almost 90% surfers viewed these ads completely before watching live cricket.

 

The “Call whom, God? and ” No Kirloskar” were the elements that had a very high recall amongst viewers.

 

Post a Comment 

3 responses to “Ad Strat: Kirloskar – Engineering Solutions”

  1. Guest says:

    does kirloskar give solution on building construction and the equipments required in the hilly areas like Bhutan. i am general contractor building five to six storied structural concrete buildings. i am looking to use machine for all the works to save time and labour. please advice

  2. Menaka says:

    The ad is in poor taste. In this age of environmental consciousness, the ad doesn’t really show a lake but infact a river running through a quaint settlement is being dried up and pushed on top of a hill to sustain a hydel plant? If the contours of the site, valleys and nullahs are even understood by the ad makers they would not try to drain the river to fill a lake uphill. Not to mention change the profile of the hill completely to fill it up with water? Poor poor taste. Kirloskar, wake up and change your ad before ecologists are outraged!

  3. Shilpa Venugopal says:

    Dear Kirloskar…

    If you could shift the lake….I request you to do something about the Mullaperiyar Dam as soon as possible….before it breaks…..

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