Exide launches its App campaign conceptualised by Rediffusion Y&R

Challenge was to position brand correctly, give it a new interpretation while playing on its core strengths

e4m by exchange4media Staff
Updated: Jan 7, 2017 8:36 AM
Exide launches its App campaign conceptualised by Rediffusion Y&R

Exide has launched its digital campaign for its new app – the Exide Care App – with which the brand hopes to offer its consumers an ecosystem that connects with them on a real–time basis.

Rediffusion Y&R has conceptualised the campaign, bringing home to the consumer the key features of the app such as buying a new battery, getting it delivered and fitted anywhere, paperless warranty registration, service alerts and reminders and emergency on-road help in more than 90 cities across the country. The films highlight the simplicity of the app and how even a child can operate it with utmost ease. The campaign signs off saying, We’ll be there.  The campaign, that will be extended to outdoor, print and digital innovations, is refreshing and re-energizes the brand, making it new-age ready to partner the Internet generation.

“This is not an app that you will install on your phone and forget about,” says Arnab Saha, president, National Trade Sales and Marketing at Exide Industries Limited.

“The Exide Care App is really about the whole Exide experience – living Exide’s promise of trust and reliability. As leaders in the category, Exide has always set benchmarks and defined customer expectations. The Exide Care App is a leap into a customer-centric future where ‘We’ll be there’ whenever the customer needs any battery related assistance, be it an emergency service, a new battery, warranty claims or more,” he adds.

Saha says mobility redefining customer experience across products and services, Exide sees the app as the fulcrum of customer interactions through the complete purchase and experience cycle.

Pramod Sharma, Executive Creative Director, Rediffusion Y&R, said striking the right note for Exide was their top concern. “To us, the Exide app is not just any app. To a generation that survives on smartphones, it will be the face and the interface of the brand. The entire campaign has seen a wonderful collaborative effort between the client, our team and the production house (led by director Pradeep Sarkar). We are confident the films will do well with the consumers,” he said.

“The challenge was to ensure that the Exide Care App is positioned correctly. Given the iconic stature of the Exide brand, the Rediffusion team was really charged up to develop a complete communication package that gives the Exide brand a fresh interpretation while playing up on its core strengths of trust and expertise. With six films, outdoor, radio and some innovative digital ideas promoting the Exide Care App, it is sure to be in the “must have” category on your phone,” said Uttio Majumdar, Head of Operations – Rediffusion Y&R.

The Exide Care App is not just a platform for online battery shopping, but a complete battery management ecosystem right from purchase and warranty registration to service and emergency help.


Agency: Rediffusion Y&R, Mumbai

President: Dhunji S Wadia

Chief Creative Officer: Rahul Jauhari

Head of Operations: Uttio Majumdar

Executive Creative Director: Pramod Sharma

Brand Partner: Tulika Rungta

Brand associates: Sachprit Bhoee

Creative: Ratheesh Pazhore, Adarsha Deshbhratar, Kiran Parihar, Akshay Nayak,

Wiless Dmello

Production house: Apocalypso Filmworks

Director: Pradeep Sarkar

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Tags digital