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Mudra addresses water woes in new TVC for Philips Automatic Water Purifier

02-July-2007
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Mudra addresses water woes in new TVC for Philips Automatic Water Purifier

Mudra has created a new TVC for Philips Automatic Water Purifier. The TVC gives strong consumer insight on Indian housewives as they face a lot of problem of water. The film has been directed by Vinyl Mathew and produced by Foot Candles.

Joydeep Dasgupta, Business Director, Mudra Group, said, “The brief given to us was to clearly communicate to the consumers that Philips is launching a new water purifier in the market that will offer them complete peace of mind. This automatic purifier would take the water purification chore out of their hands and provide them with absolutely pure and safe water without any supervision.”

Dasgupta added, “The challenge was to introduce a new product in the market where many brands are already in business. These brands have progressed through several phases of positioning to bring about a habit change, create consumer awareness, and to create preference for their products.”

The TVC opens with a housewife trying to stop the alarm early in the morning, but somehow managing to wake up and reach the kitchen to collect water when it comes. However, she is disappointed by the trickling water that comes. The second sequence shows the same early morning effort of the woman to get up and go to the kitchen to get disappointed by the flow of dirty and undrinkable water. The third sequence starts similarly, only this time the housewife finds herself walking into a water-flooded kitchen as the water comes in early or she overslept a bit.

The build-up to the climax of the woes of the housewife is merged with the introductory shot of the Philips Automatic Water Purifier, where the purifier is shown with its automatic functioning. The TVC ends with the shot of the housewife spending time with family, while the water purifier works on its own in the kitchen, thus bringing peace and comfort to her life.

Dasgupta said, “The TVC is already on air on all the entertainment channels. The print campaign has already broken in magazines. The outdoors will be visible in the second phase. We would also conduct experiential marketing in malls.”

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