Writer: exchange4media News Service - Monday, Nov 19,2012 6:47 PM
Tata Swach uses popular tongue twister in new ad

Tata Swach Nanotech Water Purifier has launched a new ad campaign that emphasises on silver’s antibacterial qualities. The TVC – ‘Naye Zamaney Ka Chaandi’, created by Draftfcb Ulka, broke on major TV channels on November 17, 2012. The campaign will be carried across television, print, radio, online and social media platforms.

Speaking about the new campaign, Ashvini Hiran, COO, Consumer Product Business, Tata Chemicals, said, “The new ad campaign aims to connect with the consumers and make them aware about Tata Swach’s use of silver nanotechnology – with silver being a well known and effective purifying medium – for providing safe drinking water. The communication through this ad campaign effectively conveys that Tata Swach is a smart choice for safe drinking water.”

KS Chakravarthy, National Creative Director, Draftfcb Ulka, added here, “It was a bold strategy by Tata Chemicals to use silver as a product differentiator for Tata Swach. The challenge we met was to reintroduce the Indian household to the power of silver and then exhibit how Tata Swach has further enhanced its efficacy. Our film uses an alliteration of the popular ‘Chandu ke Chacha’ rhyme, which we are confident delivers on this objective most effectively. We hope the consumers love and appreciate the nuances of the ad.”

The Tata Swach Silver Nanotechnology has been tested across multiple institutes nationally and internationally against bacteria and virus for performance upto USEPA requirements, which are among the most stringent in the world.

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