MAM

Printer TVC shows printing cheaper than price of toffee per page

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/mam-images/2016/03/09/epson.jpg?itok=ILdQit5M

New Delhi: Digital Imaging and printing solutions company Epson has launched a new TVC for what it terms as its ‘revolutionary’ InkTank Inkjet printers in India.

The new commercial targets value-conscious working professionals with children who have their own printing needs (SOHO, small office, self-employed) and who are keen for their child to be ‘ahead’ and to ‘have the best’. The key message for the TVC is focused on the unified cost advantage (8 and 28 paise per print), which now allows everyone to print without any worries.

Epson says its ultimate objective is to develop a brand Image as a ‘lifestyle technology brand’ and to grow brand affinity (or ‘likeability’) with a wider audience base. The creative idea was intended to communicate with anyone who has a printing requirement, across segments, with a bias towards the Home/SOHO/Professional segment.

The television commercial was conceived by Bangalore-based OpusCDM, Epson's Brand and Marcom agency for several years, and produced by Mumbai-based Equinox. 

Epson India Brand & Communication senior general manager Tushad Talati said, “Having made massive, successfully inroads into the business and commercial market with our InkTank printers we felt the time was right to open up the larger home market to the benefits of ultra-economical and convenient Epson InkTank printing. While a large number of evolved consumers had caught on early and were already buying Epson InkTank printers for home use, we needed to get the message out to a larger base of home users in a simple, effective and easily understood way. The “Keya” commercial very simply and effectively conveys the benefit of low cost printing to the home user while continuing to appeal to the existing base of commercial and business users. The response to the ad so far has been phenomenal and we expect to build on our current market share of 51% in the Inkjet printer segment.”

OpusCDM strategy planning Nagesh Manay said, “Printers is a challenging category - consumer involvement is low, consumable buying is an issue, and it historically ran on price points. Epson took a bold leap by introducing InkTanks at a higher-than-traditional price point, forcing a dramatic shift in the category. The key in this film is, of course, the toffee that Keya holds. We discovered that people don't really know how much it costs for a print. Everyone's been using expensive cartridges but never quite knew how many prints it gave them and at what cost. The toffee is the trigger for low cost, and it's something everyone can relate to.  Keya is more than just a little girl. She is a metaphor for the freedom we wish to exercise everyday. Smart and obvious. This is where our creative connect from product to consumer was. Not to have to say that choosing an Epson is the smart and obvious thing to do, but to show it. That's why she has an attitude that's easy and witty. Keya is relevant even to the little DTP shop owner. We had quite a task finding the right actor for the film, someone who could pull off the conversation with the somewhat absurd, theatrical context and inter-play. We needed a natural, instinctive child who is not fazed by moment, and Nitin Parmar, the director, did a great job in making it all come alive.”

While the idea was to convey that the freedom to print without thinking or worry is now truly here, it was essential to lift the low cost per print advantage to an everyday benefit. This is done with a little girl called Keya, who clearly has a mind of her own. She has an almost normal conversation with an unseen adult male, but instead of responding to his questions with her voice, she uses words and symbols on printouts, holding them up instantly, without thinking.

This drives home the ease of printing, emphasized by her saying in one of her printouts - "it's more fun this way". Finally, when she is asked about why she is wasting her father's money, she whips out a colourful condiment from her pocket, licks it, and says, "no no, it costs less than my toffee!" This introduces the benefit in a simple way for everyone, people young and old and across regional boundaries, to understand. This was an important consideration in the creative approach. Keya has today become the "cheeky toffee girl with the infectious laugh" as the commercial, which has been aired in multiple languages, has resonated with consumers across various markets.

A combination of media - with TV for affinity, and Print and Online for rationale, creates a complete, optimum, emotio-rational connect. On the ground, the Keya campaign has been extended into retail as well.

With a market share of close to 80% in the Business and Commercial segments, Epson intends through its new television commercial to expand its appeal to the Home & SOHO segment as well, without disturbing its core business and Commercial franchise.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/shivani.jpg?itok=MrRcEgcc
Lowe’s India names Shiwani Varma Vyas associate director corporate comms & CSR

NEW DELHI: Lowe’s India has appointed Shiwani Varma Vyas as associate director – corporate communications and CSR. Vyas will partner with the leadership and HR team to drive all internal and external communications in India. Additionally, she will also own and drive the company's overall CSR...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/brandit.jpg?itok=rp8PAcrv
The Souled Store assigns PR mandate to BRANDiT

NEW DELHI: Pop culture merchandise retailer The Souled Store has awarded its PR mandate to BRANDiT communications. The agency will be responsible for handling the reputation management, crisis communication and influencer engagement for the brand.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/jos.jpg?itok=o6L5IGL2
Jos Alukkas questions status quo of women in India

New Delhi: South India-based jewellery brand Jos Alukkas has launched a powerful film on women’s freedom with the aim to drive real conversations and spark a change in the long-term repressive mentality against women across the country.  

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/better.jpg?itok=_0y_9xmU
Betterplace appoints Pitchfork Partners as their strategic communication consultant

Betterplace, India’s largest tech platform for blue-collar workforce management has appointed Pitchfork Partners as its public relations counsel following a multi-agency pitch. Pitchfork Partners will work closely with Betterplace to elevate the brand’s reputation and strengthen its position as an...

MAM Media and Advertising AD Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/port.jpg?itok=Gpd5TIWz
Hamdard Laboratories launches twelve new Unani medicines

Continuing with their mission to make India healthy, Hamdard Laboratories (Medicine Division), India’s most trusted Unani brand, has launched twelve new OTC (over the counter) medicines to build strong body immunity and treat illness like fever, cold, cough, etc. Hamdard’s latest offerings continue...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/medimix.jpg?itok=xFVnZM2S
Why Medimix wants you to ditch glycerine soaps this winter

NEW DELHI: Ayurvedic brand Medimix under Cholayil Pvt Ltd has unveiled a new campaign for this winter that urges customers to ditch their normal soap and switch to Medimix Natural Glycerine soap. The brand has launched a digital campaign highlighting the importance of using a natural glycerine soap...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/mediavon.jpg?itok=5MIpD2wZ
MediaCom unveils new agency identity and proposition

NEW DELHI: To help clients “see the bigger picture,” global public relations and communications company MediaCom has unveiled its new identity and proposition of “moving forward.” This is the agency’s first rebranding exercise in three decades. 

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/gaurav.jpg?itok=NiCBQSJm
Gaurav Nijhawan elevated to Citi bank VP-marketing

NEW DELHI: Investment bank and financial services corporation Citi has promoted Gaurav Nijhawan to the post of VP-marketing in India. He was earlier the AVP for brand marketing. A professional with over a decade of experience in the industry, Nijhawan joined Citi in 2016 as a brand manager. He has...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/tejinder_gill.jpg?itok=gopYz4qk
Outgoing Truecaller VP Tejinder Gill talks about his days at the company

NEW DELHI: Launched in 2009, Truecaller today is one of the most popular smartphone applications for its features of caller-identification, call-blocking, and flash-messaging. With over 170 million monthly active users in India, the app, over the past few years, has also become a preferred choice...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required