Don't skimp on stabilizers and inverters, say V-Guard's new ads

Consumer electrical and electronics brand V-Guard has unveiled their new television campaigns for AC stabilizers and Inverter DUPS and battery. Through the new campaign, V-Guard aims to highlight the lack of interest among Indian consumers when it comes to protecting their gadgets, especially during frequent power cuts and voltage fluctuations that are a part of summer. The ads have been created by Fisheye Creative Solutions.

[caption id=“attachment_83518” align=“alignleft” width=“380”] A still from the TVC for stabilisers[/caption]

Speaking about the consumer mindset towards stabilizers, Nandagopal Nair, head-corporate communications, V-Guard Industries said, “The consumer today is still oblivious of the harm that can befall his costly AC with one spike or fluctuation. It was important to educate him on the need for an external stabilizer to protect his AC in a relatable manner. The brief to the agency was to capture typical real life situations and reactions of consumers towards the usage of a stabilizer for their AC and sensitize them of the harm that can befall their AC if they don’t use an external stabilizer”.

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The commercial for voltage stabilizers features four customers who see no benefit in buying a stabilizer for their new air-conditioners. Some assume that it is an unnecessary appendage while others accuse the salesperson of cheating them. One of them even wants it thrown in for free. The tables are turned when each of their ACs stops working due to voltage fluctuation and they are left sweating it out.

Watch the TVC here:

The TVC for Inverter DUPS and battery shows a household where the man is in the process of applying a facial cream while his wife is in the kitchen. A sudden power cut sees the two venturing out into a dark corridor. They bump into each other. However, as the husband hasn’t removed the cream, the wife is terrified and begins to hit him. It is only when her mother-in-law appears with a candle that the wife realises her mistake.

Watch the TVC here:

Speaking about the consumer mindset towards inverters Nair said, “In a me-too category that had very little to differentiate one brand from the other it was important to build differentiation through communication. Quirky humour has been the territory of the brand. The brief to the agency was to continue to walk the path of humour and create anotherpiece of communication that will engage with the consumer in a light hearted manner as well as drive preference for the brand through its communication”.

Elaborating on the campaigns, Nishant Gangadharan, creative director,Fisheye said, “In the AC stabilizer ad film, it was important for us to make our customers see a side of themselves or their buying behaviour but never get offended by it”.

Speaking about the film for inverters, he said, “The challenge for Inverter DUPS and battery ad was to create a film that showed someone getting hurt in an accident and yet put a smile on the face of the viewer everytime they saw it. It was critical, as the brand had to come across as quirky, fun and loveable but never inconsiderate. Thankfully we have managed to strike the perfect balance with this film”.