MAM

Ottomate and The Womb bring ‘common sense’ into smart fan innovations

The media plan for the campaign is heavily skewed to news channels

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/04/22/ottomate.jpg?itok=8J4pnKO4

MUMBAI: In a category that has seen next to no meaningful innovation in the last 100 years, Ottomate plans to bring innovations to fans that today’s Indians truly want. It launched fans in several markets in the country last month and will now support the brand’s launch with a communications campaign with some help from The Womb.

Ottomate CEO and MD Vishal Sehgal commented, “We want to make homes engaging and intuitive. Our products have been designed to make everyday lives better and easier. The smart features in our fans go way beyond aesthetic touch-ups or fancy claims, and are meant to truly make a difference to how people benefit from this category.”

The Womb founding partner Kawal Shoor said, “After Saregama Carvaan, this is our next foray into helping our client first zero in on the right innovation that home-owners will truly value. Vishal and his team brought a lot of ideas on how to improve the everyday fan, and from there on, it was a pleasure to work with the Ottomate team to bring those ideas to life. We partnered them in mapping a multitude of use cases, took them to consumers to validate the value of each, and shortlisted the ones that the client should launch in the first year. The bottom-line was – the innovation has to be so obvious in hindsight (the best ones usually are), that people could say – ‘hai na common-sense-wali baat’. ”

The Womb founding partner Navin Talreja stated, “For the brand's unique auto mode feature (the fan automatically adjusts its speed according to the temperature in the room), the communication needed to be simple. Chats with potential consumers threw up a scenario of people having to get-up from their sleep to change the speed of the fan in the middle of the night. The creative approach was to dramatise this pain point but do so in a way that breaks codes of fan advertising and brings alive the feature of the fan (the solution) in the most dramatic manner and with a dash of humour. We are happy that Vishal and the team at Ottomate were willing to go beyond the regular grammar of storytelling for the launch.”

The Womb creative partner Suyash Khabya added, "When a product feature is so kickass, creative ideas just roll. Humour in life can come from death too. That's what happens in this film. Also while executing it, we were very mindful to not go over-the-top. We underplayed the satire and kept it subtle."

Ottomate is one of the first brands to launch itself in the IoT space in the country. The brand has also taken a much focused approach on media planning; the media plan for the campaign is heavily skewed to news channels in the politically tense elections environment.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/06/Ramnik%20Chhabra.jpg?itok=P5AJVvin
Motilal Oswal Financial Services launches new campaign- 'PHYGITAL'

NEW DELHI: Recent WFH has emphasised the need to transact digitally. However recent stock market volatility has also emphasised the need for advice while investing. This is especially true for the millions of new investors who have entered the markets and are susceptible to the dangers of trading...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/06/hiring.jpg?itok=rIHunBp7
Majority of hiring in Covid2019 period for niche roles with stringent processes

NEW DELHI: Majority of the organisations which are continuing hiring during the Covid2019 period are hiring for niche roles only, reveals ‘Indian workplaces response to COVID-19’ survey by Times Jobs. The survey highlights that 63 per cent of HR managers are still hiring amidst the pandemic and 65...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/06/Fair-Lovely.jpg?itok=yrQjX7V9
HUL & responsible advertisement: Going beyond Fair & Lovely's name change

MUMBAI: It took Hindustan Unilever (HUL) 48 years to realise that the term Fair & Lovely has racial connotations. After coming under criticism world over for promoting racial stereotypes, the company decided to drop the word ‘fair’ and replace it with ‘glow’ for both its women’s and men’s...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/06/NDMC.jpg?itok=x_7VU4rN
NDMC issues warnings to illegal hoardings at Connaught Place, Khan Market

NEW DELHI: Taking stern measures against illegal, oversized signages and hoardings installed without permission, the New Delhi Municipal Council (NDMC) issued a legal notice to shop owners of Connaught Place and Khan Market.  As per NDMC, the warning has been issued to the owners in its...

MAM Media and Advertising Out Of Home
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/04/Fair-Lovely_0.jpg?itok=qebVGDbz
Fair & Lovely ads through the ages

NEW DELHI: Hindustan Unilever’s Fair & Lovely, one of the most popular fairness creams in India, has rebranded the name as ‘Glow & Lovely’ after facing criticism from people for perpetuating racial discrimination over the years. The brand was launched in India in 1978 and since then its...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/04/barc1.jpg?itok=HIWVk3bP
Lux Toilet Soap secures top spot in BARC week 25 ratings

NEW DELHI: The Broadcast Audience Research Council (BARC) of India has released its data for top advertisers and brands for the period between 20 June to 26 June 2020, respectively. The data reflects the top 10 advertisers and brands across genres on India television, 2+ Individuals, NCCS All...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/03/havas.jpg?itok=81zSbMUs
Havas Media Group launches new social equity private marketplace

NEW DELHI: Havas Media Group today announced the launch of a social equity private marketplace, made up of BIPOC (Black, Indigenous, People of Color) and LGTBQ+-owned media businesses so clients can positively invest funds in underrepresented businesses. This first-of-its-kind platform is the...

MAM Media and Advertising Digital Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/03/times.jpg?itok=xnnomRTW
TIMES NOW ‘India Stands for Humane Policing’ initiative raises alarm about police brutality

Championing pertinent causes of national interest, TIMES NOW has been the change agent through its powerful campaigns including #EndVVIPRacism (Lal batti) and #PathToLife, which has positively impacted policy decisions. Following recent cases of police brutality gaining prominence during the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/03/phitlip.jpg?itok=sXAxMQ_y
MensXP’s latest ‘Fathers: Then Vs Now’ Video Promoting Philips OneBlade is A Content Marketing Gem

This father’s day, leading appliances brand, Philips collaborated with the country’s largest lifestyle platform, MensXP to launch a branded video titled ‘Fathers: Then vs Now’ across major social media channels. The light-hearted sketch poignantly emblematized father-son relationships and upheld...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required