Percept H has conceptualized a hilarious TVC for electrical goods maker Arise India which has launched an integrated campaign for its range of electric geysers. 

 

The film is set in a crowded train compartment. A carton of Arise geyser is on one of the berths, with a rooster next to it. The train halts and the passengers throng to look at a magician named Goga, who is about to perform a trick outside. As they cheer him on, he uses magic chants to make all the people and the train disappears. He is surprised to find that the geyser carton and the rooster are still there, hanging in mid-air. He repeats his chant but only the rooster disappears - the geyser remains. A voice over explains to him that the hot water in Arise geyser won’t disappear even with his magic. It adds that with the hot water the electricity bill will also be lower. The film concludes with the voiceover saying, “Arise Geyser…Garam pani khoob milega” (Loads of hot water). The ad was released on 8th November 2013. The brand has earmarked a budget of Rs. 10 crores for the campaign comprising print, TV, radio, outdoor, and digital marketing, informed an official statement.

 

Commenting on the TVC, Rajiv Agrawal, ECD, Percept/H, said, “Arise has been a fledgling brand. It has been around for a long time, but relatively unknown. The owners have decided to take it to a different level. The one line brief from the chairman was: ‘Give me memorable advertising’. How many times do client say such things these days! And that’s exactly what we’ve attempted to do. Create disruptive advertising which, hopefully, will be memorable while doing justice to the brand and the volumes.”

 

S. Suresh, Sr Vice President - Client Servicing, Percept/H, said, “With the winters setting in, this is the perfect time to come up with a communication for geysers. An innovative and consumer centric company, Arise products are known for delivering what they promise. Humour always has the ability to connect with the audience, and this has been kept in mind while coming up with the new Arise Geysers TVC. Arise is a brand in a hurry...to create an impact it was crucial to create a disruption in a parity segment. Hot water for a good bath could have no more been the story. A clutter breaking communication in the segment, it outlines the product features in a memorable manner. Making use of hyperbole advertising, a magician has been brought in, who despite his powers to vanish anything, is not able to make Arise Geysers disappear. The geyser refusing to disappear signifies the hot water within it which remains for a longer time as compared to competing products. People generally face the problem of hot water running out quickly, making subsequent water usage uncomfortably cold. Arise geyser’s with their ultra puff technology enable water to remain hot for a much longer time, leading to both saving in electricity bill and more convenient usage.”

 

Avinash Jain, Managing Director, Arise India, said, “Through the TVC, we wish to communicate our core message of Arise Classy Geyser delivering hot water every time, thus helping in saving electricity. The mandate to Percept H was to create an endearing advertisement which creates an instant connect with the audience and makes them understand the USP of the product in the first view itself. With the resultant advert we are very optimistic about the deliverance of the messaging and thus are looking forward towards encouraging sales of the product. He noted that the company is concentrating on BTL activities and investing towards increasing visibility in the market. “Our idea is to create a positive imagery around Arise through our brand promotion activities and thus are riding much on our advertisement campaigns”, he added.