A writer and copy expert
Dekh ke Bol - Sansui
Sansui wanted to raise the awareness of its products amongst consumers. The brand’s USP is the Japanese technology they use which makes their products reliable. Their objective was to use this USP to stand out among other electrical appliances' brands present in the market.
We decided to go for a contextual insight that would convey the message in a bold manner. As Indians, a little mistrust comes easily to us. And with what’s happening all around us, that feeling is getting amplified. Our confidence in people, public figures and even brands is dwindling. People have become brash with their comments. They don’t understand the consequences of what they’re saying. And most of what they’re saying isn’t even fact-checked.
The final idea was - ‘Jo bhi bolo #DekhKeBolo. Jaise Sansui dekh ke bol raha hai ki who aapko denge best technology, best features, best price aur wo bhi Sansui ki Japanese reliability ke saath’.
With this thought at the centre, a 6-week long 360 degree campaign was planned including a launch film, social media assets and UGC content. We decided to go after all the comments made by public figures that make no sense and fall flat in terms of logic and rationale. This not only creates disruption on social media, but also strengthens our stance.
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In this way, we planned to become a part of an already existing conversation and promote Sansui in a relevant and bold way with a disruptive campaign.
