Saint Gobain Glass India, which has in the past come up with some interesting ads, has recently unveiled a three-part new television campaign conceptualised by Lowe. The new TVC take the humour plank to highlight the ‘solar/heat control’ property of Saint Gobain’s ‘Sun Ban’ reflective glass. The campaign broke on air on April 9 and would be aired for 12 weeks.
Elaborating on the campaign, R Balakrishnan, Chairman and Chief Creative Officer, Lowe India, said, “The brief given to us was to make ‘Sun Ban’ generic to solar control glass. The objective was to create a campaign that would communicate the solar/heat control property of Sun Ban reflective glass distinctively and clearly. This is why we chose the route of usability and practicality using the line ‘Cuts the heat. Keeps you cool’ to communicate the message, which is explained in the ad.”
The TVC shows an elderly couple at home on a hot summer day. Suddenly, the old man begins to shed his clothes one by one, much to the consternation of his wife, who reprimands him for doing so in front of an open window. But the man continues to take off his clothes. To save themselves from embarrassment, the old lady goes and shuts the window. When she turns back, she is surprised to see her husband fully dressed and shivering in cold. The old lady then looks at the windowpanes, with the voiceover saying, ‘Cuts the heat. Keeps you cool’.
R Subramanian, Director Sales and Marketing, Saint-Gobain Glass India Ltd, said, “The success of our previous initiatives in mass media advertising using television as the main media vehicle has encouraged us to go on board again this year.”
The brand is targeted at customers of Saint Gobin that include architects, builders and individual home makers. The company is not using any other mediums of communication besides television to promote Saint Gobain Glass.