In continuing with its expansion in the domestic appliances segment, and extension of the Prestige brand across kitchen appliances, TTK Prestige recently launched five products. With an impressive line-up of ‘innovative, experiential and premium’ products, the challenge, admittedly, was to move up from being a cooker brand to occupy the kitchen maker platform in one giant stride.
The new launches were a mixed bag, and included Pressure Handis in an array of colours, Pressure Kadai that doubled up as a cooker and Kadai, Mixer grinders with lifetime free service and a five year warranty, India’s first ever twin level gas stoves, and a range of non-stick cookware that was metal spoon friendly.
The need was to create commercials that would communicate the uniqueness of each product smartly, and the avenue frozen on was 15-second spots.
Mudra, the creative agency, seems to have hit the target with the launch campaign for the new products.
S Radhakrishnan, Executive Vice-President - South, Mudra, said, “The genesis is that over three-and-a-half years ago, the brand was being repositioned as a brand for smart kitchens. Moving from cookers, other products were being introduced, and the key part was to ensure that the other products came on strongly as part of the portfolio, enabling the brand to grow across the category.”
The current set of TVCs seem to do justice not just to the brand’s objectives, but also in adding excitement to the category itself. The film on Prestige Pressure Handis shows a lady stuck for choice between the colourful Handis, and seeking her husband’s help saying, ‘Which colour looks good on me?’
In the mixer grinder film, the same lady is shown urging her ‘Guruji’ to bless her husband with long life, much like a loving and devoted wife would. But there’s a twist. On being blessed, her husband metamorphoses into a Prestige Mixer grinder and the wife walks off happily with her new ‘jeevan saathi’.
“In those days, we had creatives like ‘Jo biwi se karein pyar, woh Prestige ko kaise Karen inkaar’. It showed the husband as the buyer of the cooker. The communication now also reflects the level of movement that has happened, and the change in the consumers’ lifestyle. Today it recognizes women substantially,” added Radhakrishnan.
The ads are fun, too. The film on Pressure Kadai shows a clerk sitting at a counter with his mouth taped. The voiceover intones mournfully: “Kuch log munh band rakhein toh kisi kaam ke nahin.” Next on screen is a rockstar giving a dismal performance and being greeted with tomatoes instead of requests for an encore. The voiceover continues: “Kuch log munh khole, toh kisi kam ke nahin.” From here, a parallel is drawn with the Prestige Pressure Kadai, and the voiceover annnounces triumphantly: “Prestige Pressure Kadai… munh band to Pressure cooker, munh khule toh Kadhai.”
Prestige is happy with the market response to the launch campaign. Said Chandru Kalro, Executive Vice-President, TTK Prestige Ltd, “Almost all markets are registering growth, even in the non-south markets, and that’s a great gain for us. We continue to be bullish across all markets.”
The campaign, which broke in the third week of September, is on in six languages – Hindi, Bengali, and the four South Indian languages.
The film on twin level gas stove has a subtle, unforgettable twist. The lady of the house is shown calmly instructing the maid to boil milk on the first floor and cook vegetables on the second floor. The message is delivered with: ‘First floor bhi aapka, ground floor bhi aapka’.
Not too often in the past have scripts for household appliances entertained thoroughly with such metaphors. And the creative has been powerful enough too, to establish the new launches in their segments. The communication seems to have blown the whistle and gotten the markets ‘ready for a smart kitchen’ from Prestige.