AdStrat: Ezone urges consumers to grow closer with new festive campaign

27 Oct,2014

Insight:

Earlier in 2014, DDB Mudra West embarked on a journey to redefine the core of brand Ezone. After a lot of brainstorming and insightful thoughts, the positioning of ‘Together.Forever’ came into being. This positioning was not only elemental but also descriptive to the brand since it epitomizes on Ezone’s commitment to build a relationship with consumers for life.

 

During their multiple interactions with the consumers, the agency sited that contrary to popular perception; in today’s lives, technology doesn’t alienate. Rather, it has the potential to actually facilitate human interaction.

 

DDB Mudra West wanted to multiply this insight to an idea and got an opportunity during this festive season. The team utilized this insight to further rejuvenate Ezone’s positioning, thus giving the brand a sharp life dimension.

 

Objective:

The team followed a two pronged objective: To drive festive sales and to build brand connect by giving ‘Together.Forever’ a live meaning.

 

Brand Idea:

Electronics bring people closer

 

Execution:

 

The festive season is that time of the year when loved ones come together and share moments of joy and happiness with each other. The idea was therefore to show a montage of slice of life moments, where technology takes centrestage and is showcased as being instrumental in bringing people closer.

The montage shots range from people coming together or bonding over technology like taking a selfie or watching something together, surprising loved ones over something that technology has enabled, like cooking a meal to sharing a special moment enabled through technology or like dancing spontaneously when your favorite song comes on. The execution also draws parallels between joys the appliances shown bring in the user’s life with the glow of the festive Diwali season. The film closes with a couple in the Ezone store; further exemplifying how the brand enables these moments of togetherness.

 

Client comment: Mandheer Singh, CMO Ezone @ Future Retail:

“Our TVC is built around the central idea that Electronics and Technology today do many things in our lives, and the biggest being- bringing people closer. These are everyday scenarios where the emotion captured is of key focus. We at Ezone believe it is the people; our customer; who is our biggest strength. In today’s ever changing market; with fleeting buyer/seller relationships, we wish to reassure our customers that we are with them forever- not just in their purchase but their purchase lifecycle.” –

 

Credits:

Agency: DDB Mudra West

Executive Director, DDB Mudra Group & President, DDB Mudra West: Rajiv Sabnis

Creative Head West: Rahul Mathew

Executive Creative Director: Aman Mannan, Ashish Phatak

Creative Director: Siddhesh Khatavkar

Group Head: Sandeep Iyer

Account Management: Sanjay Panday, Yugandhar Madidi, Raaj Arora, Ruchika Saigal

Account Planning: Amit Kekre, Mehak Jaini, Neha Damle

 

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