Mumbai : Racold, India’slargest water heating solutions provider, has launched a new integrated marketing campaign titled #ShowerDecision. Not a single day goes by without taking a decision. Some decisions are thought through while some can be impulsive. It is at this point of dilemma that a person needs the clarity of thought to enable him to make a decision. We all go through this phase in our lives, when we have to take decisions that impact our lives in a small or a big way.A hot shower enables us to refresh our thoughts and think clearly, helping us make the right decision. Doesn’t it? Taking this thought forward,
The campaign celebratesthis moment of ‘decision making’ and urges consumers to share the decisions theytook that made a difference to their lives, big or small.One can share their #ShowerDecision by simply logging on to www.racold.com/showerdecision/ and uploading a video or a picture withtheir storyof how a #ShowerDecision impacted their life. One can also log into the microsite using the Racold social media handles. The most inspiring stories will win a swanky washroom makeover by Racold that will give a perfect ambience to relax, distress and rejuvenate. Additionally, that, there are exciting prizes to be won every day such as PAYTM wallet cash * and Amazon coupons worth Rs. 500* for daily lucky winner.
The campaign has been launched through the recrafted TV Commercial where the protagonist is in a dilemma to send his parents to an old age home. A Racold hot shower helps him clear his thoughts, enabling him to take a decision.In addition to the TVC, the campaign showcases three digital films which seed the thought of Shower Decisions through the testimonials of a writer, a homemaker turned graduate and an entrepreneur.
The integrated marketing campaign has been launched on television, radio and digital platforms, including YouTube, Facebook, Twitter and LinkedIn. The campaign will be further amplified through point of sale materials leading to category education, enabling consumers to arrive at a decision of which water heater to buy and driving participation.
Commenting on campaign strategy, Mr. Ramnath.V, Managing Director, Ariston Thermo India Private Limited said, “The new campaign emphasises on the transformative quality of hot shower from Racold in clearing their mind and enabling to take shower decisions. It resonates with the brand pay off of reborn every day with hot water that Racold offers through its wide range of state of the art water heaters. As leader, we wanted to strike relevance with our TG at an emotive level, engrained in the core benefit. We wanted to get away from a feature based me-too communication and wanted to converse rather than communicate with our consumers. We want our consumers to play a role in defining our brand.”
Mr. Prashant Dhar, Vice President, Marketing, further elaborated, “We are going all out to amplify this unique campaign across all mediums to let people engage with us with their shower decisions. It’s a high decibel 360 degree campaign with TV burst in select markets, PAN India Digital campaign, Radio and Point of Sale activation.”
Ever since its inception, Racold brand, has been setting standards in the Indian Water Heating Industry by bringing in new technology, enhancing the aesthetics, quality, durability and performance of the products. The campaign is rolled out across India and will be concluded on 31st December 2018.
3 new digital films highlighting the concept of #ShowerDecision
o #ShowerDecision Testimony 1- Suresh Nair, Writer, Mumbai https://www.youtube.com/watch?v=uB7H8TFDQpU
o #ShowerDecision Testimony 2- Pooja Mehra, Graduate, Bangalore https://www.youtube.com/watch?v=DoX2Uq7tUGk
o #ShowerDecision Testimony 3 – Kapil Ahuja, Businessman, Delhi https://www.youtube.com/watch?v=Io0kHiMik_Q