SSC&B creates new campaign for Videocon `WaterMatic’ refrigerator range

NEW DELHI: SSC&B Lintas has created a new advertising campaign for the new water dispenser-enabled WaterMatic refrigerator range from Videocon International Limited.

The `WaterMatic’ campaign comprises print advertisement, released in over 25 magazines across the country, and television commercial, which is being aired on Doordarshan and a clutch of satellite channels. The budget of the campaign was not disclosed.



The water dispenser refrigerator range from Videocon, based on gravity controlled dispenser mechanism, has the provision to source water without opening the door, which saves on electricity consumption and also prevents low cooling efficiency.

The brief from Videocon to SSC&B was to focus on the water dispenser innovation and the technological breakthrough in the market with it with the added convenience it provides. “A product gap was to be bridged and Videocon applying research and development to need suitability has come up with the water dispenser enabled WaterMatic Refrigerator Range. Available in 175-litre, 200-litre and 590 litre, the WaterMatic is an exciting range of refrigerators with revolutionary cooling,” says a communiqué from Videocon.

The objective of the communication (television or print) is to convey the benefits of the water dispenser for an Indian consumer and creating a need for this product in the Indian market with the image of a technologically advanced brand providing the best to the Indian consumer.

In the ` Thanda Pani Mile Bina Darwaza Khole’ campaign, the benefits of the `WaterMatic’ refrigerator have been depicted in a family-oriented commercial, with a housewife being the protagonist.

Directed by film-maker Rajiv Menon, the commercial shows that the lady not only saves on electricity and low cooling efficiency but also finds a healthy way to store food, saving it from bacteria and bad odour. She thwarts the effort of her family members who try to eat food on the pretext of drinking water.

The print advertisement has been released in different genre of magazine such as Savvy, Society, The Week, Stardust, Business India, Outlook, Femina, Taranga, Rooptara, Sananda, Desh, Anandlok, Anand and Mela among the others. The channels on which the commercial is being aired include Sony, Set Max, Star News, Zee TV, Zee English, Aaj Tak, DD Metro, CVO, Etc and Alpha Punjabi.

SSC&B, which won the entire account earlier this year, had earlier created 40-second television commercial ` Match on toh Videocon’, featuring Shah Rukh Khan. The agency, which was briefed to “to rejuvenate the Videocon brand image” has added dimension of pleasure based on technology in the creative strategy and through this, there is an objective to achieve “a warm empathetic and human face of consumer electronics technology.”

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