Electronics company Lloyd topples the idea that washing clothes is a woman’s job with their newest TVC to introduce their brand in the washing machine category. The 360 degree campaign released mid-July positions Lloyd washing machines as being 'unisex'.
The campaign is based on an insight which is quite deep rooted, especially in India: household chores like cleaning and washing primarily fall under the women's domain. However, the modern urban women do not appreciate this mindset, given the fact that a lot of them have a busy professional life now and there is no specific logical reason to justify why only women should be held responsible for such mundane chores.
Sunil Kukreti, Senior Partner,RK Swamy BBDO, said, "The idea was to build a connect with women by flagging the issue of men totally abdicating their contribution in washing clothes. Now Lloyd washing machines have made washing so easy that men will have no excuse but to lend a helping hand. The coinage of 'unisex' washing machines will reinforce the message that women want men to help out. So the need was to connect with them at an emotional level. Hence it was decided to touch upon the subject in a way that almost all women would relate to it.”
The bilingual TVC by RK Swamy BBDO depicts a real life scenario where a couple has gone to a multi-brand store to buy a washing machine. A salesman approaches the husband and offers to show the varieties. But the husband says that the salesman must show them to his wife since washing clothes is 'her department'.
This seemingly innocuous remark hurts the wife. She asks the salesman whether they have any unisex washing machine. The question sounds odd and the embarrassed husband tries to explain that every machine can wash both men and women's clothes. That's when the wife reveals the sarcasm in her question and says that since the husband never showed any interest in washing clothes, she thought their existing machine is a 'Ladies Only' machine! So now she wants a machine which cannot be labelled as ladies' department - "jise chalaana sirf ladies ka department na ho!" The salesman then introduces the couple to Lloyd washing machines with advanced features that make washing so easy that even men can do it. The husband gets the point and happily goes for a Lloyd. The TVC creators have aimed at giving it a realistic treatment, deliberately refraining from the typical glamourised, CG-generated product window.
Commenting on the campaign, Ankur Suman, Senior Brand Design Director, RK SWAMY BBDO, opined, "The tonality of the communication had to be anything but preachy. By calling our machines unisex, we have declared our intent and message, loud and clear without being too emotional about it. Women will love the way the brand has delivered its message."
The campaign has been extended to various media: print, digital, outdoor, on-ground activation with in-store promotions as well.
Campaign Name / Tagline: India's First Unisex Washing Machine
Client / Brand Name: Lloyd Creative
Agency: RK SWAMY BBDO, New Delhi
Agency Head: Sunil Kukreti
Creative Team: Ankur Suman, Rashmi Ambastha, Pankaj Bora, Ajmer Pratap Singh and Deepti Duggal
Client Servicing Team: Gagan Sharma and Manish Kumar
Client Team: Nipun Singhal and Atul Seth
Director: Ruchi Narain
Production House: R.A.T Films (Ashutosh Shah and Taher Mithaiwala)
Final Product: Washing Machines
Media: TV / Print / Cinema / Digital / On-ground / Outdoor
Language: English and Hinglish