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Kirloskar campaign recognises 'smile of joy'

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MUMBAI: Leading industrial engineering group, Kirloskar Group has been a silent yet successful enterprise touching the lives of many Indians every day. The brand is salient, and awareness about the group is quite high. However, what is not so well known is the fact that the brand touches our lives and it makes the world a comfortable place to live.

Almost all the Kirloskar products are intermediate products and hence one never gets to see them in action. And when they work silently and reliably, one does not even notice their existence. However, the wide range of engineering products by Kirloskar play an integral part in everyone’s life.

To communicate this thought, an ‘Omnipresent’ campaign was run last year which showed how Kirloskar touches one’s life at different stages, silently and reliably. Enhancing this thought further, Lowe Lintas, Pune conceived another campaign that communicates how it brings joy and enriches lives across customer segments. The campaign has been developed based on the insight that when you work silently and reliably behind the scenes, the only recognition that you get is the ‘smile of joy’ that you bring. Thus the campaign idea of ‘Reverse Chain of Smiles’ was born.

Commenting on the campaign, Madhav Chandrachud, President, Kirloskar Proprietary Limited said, “This is the sixth year of Kirloskar brand campaign in India and starting from ‘Engineering High-ground’ to ‘Positive Transformation’ to ‘The Invisible Yet Omnipresent’, the agency team has handled the communication seamlessly. Especially for engineering products, it’s critical that the communication is interesting enough for everyone to relate to. Also, the viewers need to emotionally connect with the brand without being burdened with the complex product stories. And when the brand is the leader, it needs to have a tone that steers clear of chest-thumping. We are happy to have a like-minded agency, partner us shoulder the brand custodianship over the years.”

Rendered in reverse, the new campaign shows how with its wide range of products working across key sectors, Kirloskar brings a smile of joy on every face and, how one smile leads to another forming a chain of smiles. Starting from refrigeration compressors for ice-cream, to generator sets powering the telecom industry, to pumps that bring water for a bumper crop, Kirloskar is behind a million smiles, working silently and reliably.

Speaking on the campaign thought, Vasudha Narayanan, Executive Creative Director, Lowe Lintas said: “Kirloskar is a great brand. Very few brands command so much respect and trust from consumers. That’s why it was important for us to capture this trust and yet stand out. Tracking the source of a kid’s smile from an ice-cream to a field gave us the opportunity. The treatment might look simple, but it was quite challenging, both creatively and technically. A commercial in reverse is not something that you see or make every day. It was quite a challenge and fun to script, visualize, shoot and edit this film. Both creatively and technically.”

The campaign will run on popular News and Infotainment channels and will be spread across two phases. The first phase begins from the first week of June and will run till August 2017. The second phase will commence from November 2017 to February 2018.

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