Mumbai: ECE Elevators, a division of the renowned Birla Group, has launched an innovative advertising campaign featuring four engaging short films. The campaign aims to highlight the brand’s commitment to delivering comfort, sustainability, zero breakdowns, and aesthetics, while elevating consumer experiences. With a humorous and fresh approach, the campaign underscores how ECE Elevators guarantees smooth rides in every journey through its range of smart, safe, and sustainable elevators.
The campaign features four distinct, slice-of-life stories, each highlighting one of ECE Elevators’ key offerings: smooth ride, long life, zero breakdowns, and beautiful aesthetics. The films are crafted with wit and relatable situations, each concluding with a surprise ending, designed to engage viewers in a fun and disruptive manner.
In the first film, a skilled waiter smoothly glides between floors while balancing multiple glasses, emphasizing the comfort and stability of the elevator ride. The second film presents ECE Elevators as the preferred asset for long-term investment through a quirky narrative that connects with commercial and residential customers alike. The third film offers a humorous take on romantic relationships, showcasing how ECE Elevators guarantees zero lift breakdowns—but not necessarily heartbreaks. The fourth film features an artist engrossed in painting a portrait, completely unaware of the frustrated passengers waiting outside, highlighting the brand’s aesthetic appeal.
The campaign is executed by BEI Confluence in collaboration with Framera Productions.
Anita Dobhal, Marketing Head of ECE Elevators, shared, “Our goal with these new films is to rekindle the legacy of ECE while making it relevant and memorable for today’s generation. By focusing on innovative storytelling that resonates with Gen Z and future buyers, we’re building brand awareness and educating the public on essential elevator etiquette in a fresh, engaging way. It’s about celebrating our iconic past, i.e. ‘Bhool Na Jana,’ while inspiring the modern audience to connect with the quality, safety, and excellence ECE Elevators stands for.”
Rumpa Gupta, Associate VP, BEI Confluence, added, “Working on this campaign was about capturing ECE Elevators’ core strengths while keeping the storytelling fun and engaging. Each film delivers a key message in a way that speaks directly to both commercial and residential customers.”
Devraj Roy, Creative Director at BEI Confluence, explained, “The elevator industry is a low-involvement category, and most of the communication follows the same pattern. We wanted to break the monotony and lend a fresh feel to the overall campaign by communicating the brand’s smart features in a more relatable way, to increase engagement and shareability with the new-gen audience.”
The campaign has already garnered significant traction and has been well-received within the elevator industry. Two of the four films are now live, making waves and capturing the attention of audiences across various platforms.
Campaign Links:
