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=FDs2Byyj

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/2020/09/30/ecommerce.jpg?itok=_VbI9cM0
Revolutionising ecommerce: How technology is stepping up in the game

NEW DELHI: Ecommerce businesses are having a field time, reaping the benefits of an otherwise massive calamity. More and more people are getting online for shopping everything from grocery to apparel, to automobile, to precious jewellery resulting in a massive jump in their numbers. However, it has...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/bhafat.jpg?itok=fr6B5TU9
BharatMatrimony ads draw parallels between cricket & marriage

NEW DELHI: BharatMatrimony, a leading online matrimony player, is known for contextual content during IPL and often rides on topical news. The brand is again back with its cool contextual posts driving social engagement and this time it is relating cricket with marriage. BharatMatrimony is wooing...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/daily.jpg?itok=pm6yJqoC
Dailyhunt forges content partnership with Chennai Super Kings

NEW DELHI: Dailyhunt, a local language content discovery platform for Bharat, today announced CSK Originals – an exclusive and exciting content partnership with IPL favorites’ Chennai Super Kings. This partnership manifests as an exclusive hub on the Dailyhunt platform, giving users access to...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/daddy.jpg?itok=BE7PE31C
GoDaddy launches second phase Bijness Bhai campaign in India

NEW DELHI: GoDaddy Inc, a company that empowers everyday entrepreneurs, has launched the second phase of its marketing campaign for India - Bijness Bhai. This campaign continues the focus on encouraging small businesses in India to build a complete, integrated online business, and creates awareness...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/tac.jpg?itok=Q4h7Kump
The Ad Club re-elects Partho Dasgupta as president

MUMBAI: Advertising, Marketing and media industry’s apex body – The Advertising Club today announced the Managing Committee for the current fiscal i.e. FY 2020-21 at its sixty sixth annual general meeting. Its current president Partho Dasgupta has been re-elected to lead the body. Under his able...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/otc.jpg?itok=-8V18Ygt
ITC urges consumers to munch on Bingo! during Dream11 IPL

DELHI: Snacking enhances everyday moments and cricket fans love to munch on something while they are watching their favourite sport. Bingo! is the preferred snacking choice of millions of Indians, elevating their experience while they are glued to their screens from the comfort of their homes. The...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/aparna.jpg?itok=cHseEbD2
Great Learning appoints Aparna Mahesh as chief marketing officer

NEW DELHI: Great Learning, one of India’s leading ed-tech companies for professional and higher education has appointed Aparna Mahesh as the company’s chief marketing officer (CMO). She will be responsible for managing Great Learning’s global marketing strategy, development and delivery of brand...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/2.jpg?itok=Ug89ZaZx
VMLY&R wins Dell India's creative duties

Dell has appointed the brand experience agency VMLY&R as its lead creative agency in India for both the consumer and small business portfolio. The mandate was won after a keenly contested pitch.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/mix_0.jpg?itok=CxnfTleI
PROMAX INDIA IS THRILLED TO ANNOUNCE AN ADDITION TO AN EVEN MORE STELLAR LINE-UP OF SPEAKERS for ‘Re-Invent’ PROMAX INDIA VIRTUAL 2020 -CONFERENCE & AWARDS LIVE on 7th, 8th & 9th of October, 2020

Get transported into the Future of Creativity in Augmented Reality all the way from Sydney with Emile Rademeyer, and the Climb to the Top of the Pyramid and witness a fireside chat with Megha Tata and Navika Kumar, as they highlight their journey and experiences in the media landscape. Then, sit...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required