MxMIndia

Tag: V-Guard

  • Conceptualised by V-Guard's Integrated Agency, Ralph&Das

    V-Guard electronics launches digital film

    By Our Staff

     

    V-Guard Industries, the consumer electronics company, has released a digital film for Diwali. The film, conceptualised by Ralph&Das, illustrates how the hearts of the loved ones could be lit up during celebrations.

     

    Commenting on the ad film, Nandagopal Nair, Brand and Communication Head, V-Guard Industries said: “The festival of lights is a time when the family looks forward to coming together, bonding together and revelling in the festivities. This film celebrates the selfless, unconditional love that we have for our near and dear ones.”

     

    Added Anil Ralph Thomas, Chief Creative Officer, Ralph&Das: “If the isolation during the pandemic has reminded us of anything, it is the virtue of affirmation. That it is truly the ones we love and those who love us unselfishly are the ones we need to hold dear and near. This is what this film attempts to showcase”

     

     

  • As part of the mandate, Isobar India will manage the account from its Delhi office

    Isobar India bags digital media mandate for V-Guard

    By A Correspondent

     

    Isobar India has been appointed as the digital media partner for V-Guard. As part of the mandate, Isobar India along with Amnet India, the programmatic media buying division of Dentsu Aegis Network, will manage the account from its Delhi office. The agency won the account following a multi-agency pitch.

     

    Nandagopal Nair

    Speaking on the occasion, Nandagopal Nair, Vice President – Corporate Communications, V-Guard said: “V-Guard is coming off a massive brand transformation exercise, which symbolises the brand’s endeavour to be recognised as a smart, agile and a dynamic entity that will resonate with an increasingly younger India. Going forward, the brand will continue to build and invest in its digital assets. We were looking for a digital media partner who would sprint this journey with us with sharp, insightful digital led media propositions that would help build and differentiate the brand in this domain. In Isobar we found the perfect partner to take forward our digital media mandate.”

     

    Gopa Kumar

    Commenting on the win, Gopa Kumar, Executive Vice President, Isobar India added: “V-Guard is a much-respected brand in the electric appliances category and we are honored that they have chosen us to be their digital partner. We hope to work closely with the brand marketing team to strengthen their leadership in the premium segment in the coming years.”

     

     

  • The new logo and brand philosophy highlights 40-year-old V-Guard Industries’ endeavor  in becoming a next generation, smart, technology driven organization that promises to enrich lives with thoughtful products

    V-Guard unveils new brand identiity

    By A Correspondent

     

    V-Guard Industries Limited unveiled its new identity and  vision for the brand.  Said Mithun Chittilappilly, Managing Director, V-Guard Industries: “They say life begins at 40 and at V-Guard it certainly does. And to live that, we have decided to re-invent ourselves completely. We are not just thinking up the next innovation. We are constantly seeking to understand human life and its relationship with tools and appliances. And then to evolve a seamless experience with thoughtfully engineered products in our quest to enriching consumer lives. We took a conscious call to go beyond not just being a trustworthy, reliable, honest brand but  to also evolve into a thoughtful, inspiring and dynamic trendsetter. The new identity reinforces the new age values that we would want to imbibe in our endevour to create thoughtfully smart and technologically intuitive products for our discerning consumers”

     

     

  • The account will be handled by RAPP India's Gurgaon office

    V-Guard hands over digital biz mandate to RAPP India

    By A Correspondent

     

    Consumer electrical and electronics company V-Guard has appointed RAPP India as its digital agency on record. RAPP India’s mandate will be to plan strategic initiatives for V-Guard on digital while managing its end-to-end digital and social media presence.

     

    The account will be handled by RAPP India’s Gurgaon office.

     

    V-Guard is synonymous with voltage stabilizers and has diversified to have a wide range of products like stabilizers for air conditioners, digital UPS, different kinds of heaters, pumps, cables, induction cook-top & fans. With over 250 distributors and service centres and more than 10,000 retailers serving the needs of over 50 million customers, V-Guard Industries is a household name in India.

     

    On winning the account, Venkat Mallik, President, RAPP India, said, “What excites us about V-Guard is the team’s vision and leadership in the consumer electronics category. We’re absolutely thrilled to partner with them in their journey towards becoming a company with a highly diversified portfolio and national presence. Digital will play a huge role in this journey. The mandate for us is to make this category exciting for consumers. Digital can help us do this while we continue to build on V-Guard’s leadership position.”

     

    Commenting on the association, Nandagopal Nair, Head – Corporate Communications, said, “V-Guard is in the process of building its digital ecosystem for the brand; it was important to align with an agency who understands the complexities and challenges of the brand as well as the environment we operate in. RAPP brings a sharp, insightful digital thinking which would help build the V-Guard brand in the digital space and partner us in this journey. RAPP was able to demonstrate their capability with a well thought through, cohesive strategy on what the brand needs to do in a laddered manner in the digital environment.”

     

  • Behind every great commercial is super strategy. Every week, MxMIndia brings you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: V-Guard’s ad with a twist

    Nandgopal Nair, Head Corporate Communications, V-Guard Industries Ltd

     

    Name of the campaign/ad – Lucky Singh

     

    The Brief – The brief was to create brand recall and consumer preference for V-Guard wires in a low-involvement category influenced heavily by contractors and electricians.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=5_3eQsjJ1G8[/youtube]

    Research insights –

    • Consumers were not able to recall any wire brands beyond Havells which had broken the mould earlier in the (boring) rational wires category
    • Protection from short circuits is the most credible and compelling reason to invest in a better quality brand
    • In the absence of spontaneous, top of mind recall for a brand, consumers were likely to be influenced by recommendations of dealers, contractors and electricians
    • Influencer groups like dealers, contractors and electricians are not averse to recommending a brand that enjoys high advertising recall since it is readily accepted by the consumer

     

    The thought process behind the creative – The thought process behind the creative was to tell a (brand) story so relatable and enjoyable that it stood apart in the category, became a conversation piece and created preference for V-Guard wires.

     

    Media vehicles chosen – Since the commercial was intended to enter the social conversation and sharing space, it was launched in social media and digital media, and then extended to television.

     

    Key issues kept in mind while executing the ad –

    • The advertising must be relatable, enjoyable and memorable – casting and simplicity of the story was key
    • The communication must incorporate the brand’s competitive advantage as part of the story

     

    What is the differentiating factor about the ad? The advertising is a humorous narrative which hasn’t been tried in the category. It’s a rags-to-riches story set in the in the fantasy world of films where such things happen. But with a twist at the end, that this dream world we all live or want to live can come crashing down with the wrong choice of wires.

     

    Ad-agency comment: Nishant Gangadharan , creative director, Publicis Ambience-Bangalore, says, “Wires is a low involvement category, the challenge on our part was to ensure that we can have consumers sit up, take notice, enjoy it and share it with their friends, colleagues and family and yet communicate something as serious as a devastating fire caused by a short circuit without the use of fear as a stimulus.”

     

    Client comment – Nandgopal Nair, Head-Corporate Communications, V-Guard Industries Ltd says, “Wires are almost like a commodity, with very little distinguishing one brand from the other. Studies have indicated that short circuits and low quality wires were the prime causes for electrical fires that cause damage. The offering from V-Guard to counter this is triple layered wires- an extra layer for extra protection. The challenge in the communication was to how engagingly we could drive this message forward. Bollywood and the rags-to-riches story is integral in almost every middle class Indian dream. Hence when the agency presented the concept with a twist, it was taken up by the team.”