What's in a name?: A lot, says Birla Aerocon's hilarious ad

The campaign leveraging desi cultural nuances just right has left almost everyone in splits

Birla Aercon

Who would have thought that a simple and oft repeated line: 'Naam badal dunga' by Indians will be used in an ad to keep the nation in splits. It's exactly what Birla Aerocon, the green building solution brand from the house of HIL Ltd., did with the recently released campaign 'Naam Birla Dekhke Lena'. The campaign leveraging desi cultural nuances just right has left Indians very amused. We chatted with the team who conceptualised the campaign to understand more about it and asked experts what really makes it standout.

 

The making

Conceptualised by Ogilvy, the TVC is a quirky take on the problems caused by leaking pipes. The TVC starts with a plumber who to the annoyance of others in his family, is having to change his name almost daily, resulting in messy situations. It is later revealed that the false promises made by the plumber– ‘kuch hua na, toh naam badal denge’ was the reason behind a new name every day as his promises were never fulfilled due to the sub-standard pipes installed at customers' home. The commercial ends with a voiceover – ‘Pipe ho lena to naam Birla dekhke lena’, which beautifully highlights the quality, durability, and reliability of Birla Aerocon pipes. 

Nilay Moonje, Group Creative Director, Ogilvy Bangalore, shared that the pipes have been around for quite some time but they were not advertised. “So our task really was making people sit up and notice the brand.” Moonje shared that the trigger points for the communication were around the product strengths. “The pipes are durable, so communicating the product assurance and durability was important. And the insight tapped on was that you tend to rely on the word of the plumber when they are at work in your home,” he added. He said that the script was fitting in just right and the idea itself cracked up the team. “Once we were at it, it was about how do we stop laughing?”

Everyone is amused

Deep Mehta, Co-Founder, Digichefs, remarks that the ad has the potential to be talked about at dinner - which he feels is mission accomplished for any brand. In a very cheeky manner, the message is conveyed - a clear win for the brand. Bringing in (expected) slices of life from a plumber's daily routine, the ad definitely gets one curious as to what's happening with every scene progressing towards the final scene. The very common lingo "Aap tension mat lo, koi problem nahi hogi, hui toh mera naam badal lunga" is put forward to exhibit the benefits of using the Birla pipes in a conveniently fun way, without seeming overboard with forceful brand integration," he said.

Ad film-maker Amit Shah lauds the use of the right insight coupled with bang-on execution. "You just can't stop laughing. The ad stems from picking up the right insight to executing it beautifully. This is one of the best humourous ads I've seen in a whille."

Deepak Singh, Chief Creative Officer, YAAP, likes how the film has been executed. "It has got quite a few funny nuances and the characters chosen add value to the feel of the film. The music is also quirky and suits the film. The product connect has also been tackled well. The only thing I feel where the film could have been better is with respect to the idea. I feel it lacks freshness, as these kind of plots have been experimented with by many brands," he said.

                                     

CREDITS:

Client: HIL

Client Marketing Head: Neha Gupta De

Creative Agency: Ogilvy Bangalore

Creatives: Azazul Haque, Mahesh Gharat, Nilay Moonje, Nimisha Kalipurayath, Sameer Gupta, S Syamkumar, Gaurav Sharma, Rahul Chelat

Account Management: Kiran Ramamurthy, Priyanka Puri, Puja Kauntia  

Production House: Radhika Produces Films

Director: Suresh Triveni

                        

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