V-Guard offers a life-saver for overworked ACs

Uninterrupted power supply due to voltage fluctuations in sweltering heat is a common affair when it comes to installing AC in India. V-Guard brings a unique solution to the end consumers, targeting some 70 cities towns and over 550 sites. The features were highlighted in the campaign, using conventional and unconventional media formats such as billboards, LED boards and unipoles across the nation, including metro cities like Bengaluru, Chennai, Kolkata, and Delhi along with the Tier I and Tier II cities in Bihar, Jharkhand, Odisha, Andhra Pradesh, Tamil Nadu, Telangana, Karnataka, Punjab, UP, Rajasthan and parts of North-Eastern Region.  The OOH campaign has been planned and executed by OAP (India).

The campaign creative suggests that an AC has been placed inside a wooden coffin with the tagline “Stabiliser or coffin for your inverter AC”. In the northern markets, the creative displays a balloon ready to be pricked with the tagline “Your inverter is just as delicate”. Targeted at SEC A and SEC A+ segment, this campaign comprises 360 degree marketing that has used print, radio and outdoor post their logo change campaign. This month-long campaign has been modified to put across the message about the kind of features available in their product to reach their target consumers. However, another product launch campaign from the brand is in the pipeline, sometime around June this year. 

Speaking about the execution part, Kaushik Mitra, COO, OAP (India), East told Media4Growth, “This was the first time that V-Guard launched their product right after their logo change. However, with time there were lot of challenges that were put across for getting ground-level sites to enhance visibility and more OTS. Also with weather change across north and east India, in areas affected with strong winds and storms, the flex got damaged, which had to be reprinted. This increased the costs beyond our budget. Amidst all these difficulties, the campaign was well planned and well executed. Although the AC sales were down because of frequent rains this year, the campaign captured attention due to its nation-wide reach.”