Encourages adoption of new technology to save time spent on chores during this pandemic
Voltas Beko’s primary role is to enable people to do more of what they love, with the people they love. The home appliances brand has always been celebrated for triggering conversations and offering products that ease the life of mothers in India. With their new film on dishwashers, the brand has once again struck a chord in a fun way! It highlights Voltas Beko’s state-of-the-art dishwasher designed to fulfil the unstated but important requirements of Indian consumers.
The digital film ‘Word of Moms’, conceptualized by Wunderman Thompson South Asia, is inspired by a bunch of friends who are doubling up their responsibilities on the personal and professional front. The film highlights how we trust our friends and loved ones when it comes to finding solutions. In this case, these friends, also multi-tasking as mothers at home, discuss how to wash dishes in the easiest possible way. And this is a question that households across the country seem to be asking as people try to strike a balance between work and the home. The film also depicts how, under the current circumstances, technology has stepped up as an important channel to maintain relationships and also interact with the world outside.
Speaking about the campaign, Prasenjit Basu, Marketing Head, Voltas Beko, said, “We have witnessed a significant spike in demand for both our table top and full-size Dishwashers in the last two months. It’s interesting to note how consumers are increasingly adopting technology to ease their multitasking lives. Some of the differentiated features like the Dirt Sensor, Aqua Intense and Corner Intense technology which effectively washes heavily soiled utensils, catering to the cooking and food habits of an Indian consumers, has been a huge draw for our consumers.
Commenting on the creative idea, Joy Chauhan, Managing Partner, Wunderman Thompson, Delhi, said, “Interestingly, this piece of content for Voltas Beko is nothing short of we eavesdropping on real time conversations and feelings of millions of Indian families. This communication is so real, because each one of us has been in the same boat due to the lockdown. Getting this right meant understanding the exact emotions of our consumer. Something we take a lot of pride in at Wunderman Thompson. Covid-19 will expedite the inclusion of technology in our kitchens and homes. We expect the demand to rise and the momentum to continue and this is just the beginning.”
Interestingly enough, it’s this very technology that made it possible to produce this film under lockdown. Shot on the actors’ own phones with the director calling the shots over video call, it has been a one-of-a-kind experience making this film.
The brand stands for convenience and enabling users to find joy in the everyday, something that was clearly felt as the COVID-19 pandemic forced the world to stay home, especially for our target audience – the urban Indian mom.