MUMBAI: Assistance and Protection Company, OneAssist has forayed into home appliances, with the launch of HomeServ.

HomeServ is India’s first comprehensive protection plan which allows customers to protect all their key home appliances in just a single plan.

In the digital ad campaign #RakhoSambhalKe, featuring popular stand-up comedian Rahul Subramanian, who takes on the avatar of a various appliances tv, ac and washing machine) , to narrate the various issues the appliances face in their daily functioning. This digital film series narrates the brand offering with a subtle humour urging users to keep their appliances protected.

OneAssist co-founder Subrat Pani says, “The campaign is a refreshing approach which showcases the various issues our appliances face in their routine functioning, due to the quirks of their owner. We chose this route of stand-up comedy as we believed that it’s a subject which needs explanation and not preaching. The videos continue to be seen, liked and shared on YouTube & multiple social media platforms and have already garnered over 15 million views.”

Contract Advertising senior VP and senior creative director Rahul Ghosh adds, “A disruptive product needed a disruptive idea. We wanted to create content that made a point without sounding alarming. We thought that the idea of playing agony uncle to appliances could be quite entertaining and conversation-creating. Once we had that, getting Rahul Subramanian on board only helped in pushing it further.

HomeServ is primarily into home assistance and protection against electrical and mechanical breakdowns, burglary, fire and other perils for appliances on which consumers are most dependent on. The service covers daily essential appliances like panel televisions, air conditioners, washing machines, microwave ovens, refrigerators, OTG, air purifiers, water purifiers, air coolers, dryers, dishwashers, food processors, geysers, kitchen chimneys and vacuum cleaners and covers appliances even up to 10 years old.