Racold Thermo has just launched the ‘Reborn every morning’ campaign for its range of water heaters. The TVC created by BBDO India is now on air and will run right through the festive season.
The spot shows the times and trials of a cricket umpire as he carries out his duties on the field. He stops the players from fighting amongst themselves, ties a batsman’s shoelaces, controls the angry appeals of the bowlers, gets hit by the ball, is trampled upon…He takes tough decisions and at times faces the jeer and jostle of the players as well as the missiles of the spectators. But what keeps him going is the force of hot water from Racold. He can take on the world again, and again. The TVC ends on the line 'Reborn every morning'.
On the creative brief, Josy Paul, chairman and chief creative officer, BBDO India, said, “The brief from the client was very provocative and insightful: ‘How do we add value to hot water?’ It was a sharp, clear brief, and it started us thinking about rituals and the cultural nuances of bathing. Ajai Jhala and Rajat Mendhi converged on 'Reborn every day with the force of hot water'. We decided to dramatize the lives of unsung heroes who go through a rough time, day after day, so that others can have a good time. We looked at cricket, closely. Everybody glorifies the cricketer or the fans. But, what about the poor umpire! Look at the hell he goes through. However, nothing like the perfect hot water bath to make him feel like heaven… renewed and reborn - ready for another bout with hell! The script did well in consumer focus groups. It is all about empathy. We connect with the film because, in a way, we see ourselves in the daily trials of the heroic umpire.”
Ajai Jhala, CEO, BBDO India, added, "To add value to hot water Racold had to elevate the morning habit of a shower to a ritual. Every morning when we wake up we are in essence starting off the first day of the rest of our lives. Integrating Racold with this daily morning ritual of rebirth gives Racold an opportunity to occupy the emotional high ground in a generic and functional category."
On the objective of the campaign, Mathew Job, managing director, Racold Thermo, said, “The objective of this commercial was to differentiate Racold clearly and make the brand aspirational and innovative beyond existing core values of leadership and trust. Here, a bath plays a crucial role and involves Racold’s expertise i.e. hot water - that affects mental and physical transformation helping us to be reborn each new day and ready to take on the world. So even with just one life and one birth, Racold’s hot water lets us be reborn every morning with a clean slate into each new day.”
The campaign will straddle online, outdoor, print in newspapers and magazines, and in-shop branding.
Agency: BBDO India
Creative team: Josy Paul, Rajdeepak Das, Malini Chaudhury
Servicing team: Ajai Jhala, Schelicia Caszo, Jaya Narang, Shefali Kothari
Planning: Rajat Mendhi, Naina Meattle
Production house: Old school films
Director: Piyush Raghani
DOP: Deepti Gupta
Agency Producer: Divyang Pandya
Music and Sound: Mikey Mccleary