RK Swamy BBDO unveils ‘unisex’ campaign for Lloyd Washing Machines

17 Jul,2015

By A Correspondent


RK Swamy BBDO, New Delhi, have churned out a singular campaign to announce the entry of Lloyd in the washing machine category. The 360 degree campaign released in mid-July positions Lloyd Washing Machines as ‘unisex’ machines.


The campaign is based on an insight which is quite deep rooted, especially in India: household chores like cleaning and washing primarily fall under women’s domain. However, the modern urban women do not appreciate this mindset, given the fact that a lot of them have a busy professional life now and there is no specific logical reason to justify why only women should be held responsible for such mundane chores.


This insight has attracted the attention of quite a few marketers off late.


But with this campaign, team RK Swamy BBDO has gone a step further and actually attempted to create an altogether new sub-category of washing machines by calling them unisex.


Consumers recognise Lloyd more as a trustworthy air conditioner brand. So it was imperative to ensure that consumers sit up and take notice of the brand’s entry into a new category.


Sunil Kukreti, Senior Partner – R K Swamy BBDO, says “The idea was to build a connect with the women by flagging the issue of men totally abdicating their contribution in washing clothes. Now Lloyd Washing Machines have made washing so easy that men will have no excuse but to lend a helping hand. The coinage of ‘Unisex’ washing machines will reinforce the message that women want men to help out.


So the need was to connect with them at an emotional level. Hence it was decided to touch upon the subject in a way that almost all women would relate to it. Ankur Suman, Sr. Brand Design Director, RK Swamy BBDO, says, “The tonality of the communication had to be anything but preachy. By calling our machines Unisex, we have declared our intent and message, loud and clear without being too emotional about it. Women will love the way the brand has delivered its message.”


The campaign has been extended to various media: print, digital, outdoor, on-ground activation with in-store promotions too.


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