By A Correspondent
Close on the heels of the ‘Omnipresent’ campaign by the Kirloskar Group last year, Lowe Lintas, Pune has unveiled another campaign that communicates how it brings joy and enriches lives across customer segments. The campaign has been developed based on the insight that when you work silently and reliably behind the scenes, the only recognition that you get is the ‘smile of joy’ that you bring. Thus the campaign idea of ‘Reverse Chain of Smiles’ was born.
Commenting on the campaign, Madhav Chandrachud, President, Kirloskar Proprietary Limited said: “This is the sixth year of Kirloskar brand campaign in India and starting from ‘Engineering High-ground’ to ‘Positive Transformation’ to ‘The Invisible Yet Omnipresent’, the agency team has handled the communication seamlessly. Especially for engineering products, it’s critical that the communication is interesting enough for everyone to relate to. Also, the viewers need to emotionally connect with the brand without being burdened with the complex product stories. And when the brand is the leader, it needs to have a tone that steers clear of chest-thumping. We are happy to have a like-minded agency, partner us shoulder the brand custodianship over the years.â€
Speaking on the campaign thought, Vasudha Narayanan, Executive Creative Director, Lowe Lintas said: “Kirloskar is a great brand. Very few brands command so much respect and trust from consumers. That’s why it was important for us to capture this trust and yet stand out. Tracking the source of a kid’s smile from an ice-cream to a field gave us the opportunity. The treatment might look simple, but it was quite challenging, both creatively and technically. A commercial in reverse is not something that you see or make every day. It was quite a challenge and fun to script, visualize, shoot and edit this film. Both creatively and technically.â€
The National Trust, a statutory body of the Ministry of Social Justice and Empowerment, Government of India, in collaboration with key partners organised the conference ‘Inclusive India Initiative – Towards an Inclusive India’- for intellectual and developmental disabilities on June 6 2017 at Vigyan Bhawan in New Delhi.The Social Street partnered with the National Trust for the Inclusive India initiative on its advertising efforts – including digital marketing, social media, TVC, print, OOH and ambient along with planning and execution of its various on-ground activities and initiatives.
