Videocon promotes washing machine range with new campaign

27 Mar,2015

By A Correspondent


Videocon has unveiled its new TV campaign, ‘India Ke Rang’ in the segment. Reinforcing its commitment of durability and educating the masses of the functionality of a washing machine, the new TVC pays tribute to Videocon’s good performance in the category for over three decades with more than 50 million satisfied customers.


Acknowledging unique relationships and depicting million emotions of a diverse country like India, the TVC features different families across the country celebrating their distinct festivals and leading their day-to-day life. In all the different situations, Videocon is seen to be a common aspect, lending its expertise in the washing machine segment to brighten up their lives and keeping them carefree. The concept is supported by the tag line, ‘Zindagi ke Har Rang Nikhareinge hum, Videocon Washing Machine’.


Speaking about the new campaign, Sunil Tandon, Group CMO, Videocon says, “Videocon was the first company to launch washing machines in the country and this segment is one of our key strengths and among the best selling product categories. Our past TVCs around washing machine have been successful by not only being able to effectively communicate the essence of the product but also to educate the masses about its functionality i.e. from cleaning, to washing and then drying. Known to be a cult TVC with a memorable jingle, we wanted to recreate the same magic again.”


“Our objective with this campaign was to showcase unity in diversity which we were able to create by depicting different facets of the Indian culture.  We carefully identified the locations, shortlisted different situations and portrayed various emotions, amalgamated it with Videocon washing Machine and build the campaign around it. The TVC is larger than life and will find a resonance amongst people across the country,” said Gullu Sen, Managing Partner, From Here On Communications.


The campaign is also supported by a Digital campaign, #IndiaKeRang, which will run across Facebook, Twitter and YouTube, to create buzz and engage with customers. It will comprise of different elements such as contests, exclusive launches, platform for downloading the TVC as Video, Song, Caller Tunes etc.


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