Racold promotes hot water bath on OOH

Racold Thermo, a water heater brand, has geared up on its marketing activities with the arrival of winter. The brand has rolled out an innovative campaign at the Pune highway to connect with it audience by striking an emotional chord in an aesthetic manner . The idea was to convey the message,'Reborn Every Day with Hot Water Bath' inspired by the traditional ritual of taking a holy dip in the waters. The campaign has been executed by OAP Agency for a duration of 30 days .
 
The motto behind the innovation was to create a disruption in the category. Racold Solar Water Heater wanted to essentially create awareness and the communication thus aimed at breaking clutter and establishing a long lasting connect with the consumer.
 
The hoarding innovatively communicates the hot water bathing ritual by highlighting steam coming out as smoke and through depicted figures. The campaign idea was arrived at after assessing the bathing patterns in India and the insight has been related to the brand proposition of'Reborn Everyday with Hot Water' .
 
The parameters considered for media planning were visibility in terms of the traffic during day and night and high eyeball stickiness. So high traffic areas like junctions, near malls etc were considered while finalizing the sites. Brand promoters near the site further solicit enquiries for Racold Solar Water heaters.