New DVC Of Voltas Shot In Lockdown Becomes India’s First Dishwasher Ad

The advertisement, conceptualized and shot in lockdown by Wunderman Thompson, talks about giving relief to the people of household duties with the help of dishwashers. The new reality of the COVID-19 pandemic is housework. The one chore that most people hate is washing dishes. These days many people are turning to technology for help. As a result, there is a spike in the purchase of a household appliance that was otherwise rare in Indian households. The country witnessed a dramatic increase in the sale of dishwashers.

A new digital video commercial has been launched by a joint venture between the Indian AC brand Voltas and European consumer Arcelik, Voltabek Home Appliance Private Limited. They intend to showcase a new range of dishwashers and their uses during the lockdown.

A group of friends on the video call, ranting about their professional workload, another reality of lockdown was also showcased in the video conceptualized by Wunderman Thompson. 

Prasenjit Basu, marketing head of Voltas Beko said that they have witnessed a significant spike in demand for both their tabletop and full-size dishwashers in the last two months. He also added that some of the features like dirt sensor, aqua intense, and corner intense technology can effectively wash solid utensils, catering to cooking and food habits of the Indian consumers.

As we all know that technology has changed our lives in a better way, it only helped them to produce the film and bring it together even during the lockdown. The film was shot on actors’ smartphones, with the director calling shots over a video call.

There were certain restrictions like social distancing and logistical issues in several parts of the country due to lockdown, says Jayant Balan, SVP, and CEO of Voltas Beko. This meant that video was shot individually by actors with extreme guidance by directors but the overall result was fruitful.

Balan explains that due to COVID-19 restrictions, there has been an additional burden of domestic chores, and it put a lot of pressure on families, especially when most members are busy working-from-home and managing additional responsibilities. “The pandemic forced the world to stay home. So, in this ad, we focused on our target audience – the urban Indian mom,” he added. “We wanted to create a piece of relevant content portraying how families are adjusting to the ‘new normal’ by delegating the time-consuming household chores to modern technology, like dishwashers. Considering the scenario, we wanted to present a solution to this major problem humorously faced by most families,” says Balan

The film is based on consumer insight because when it comes to finding solutions to everyday problems as consumers, we tend to trust our loved ones. In the video, the group of friends is seen conversing about lockdown concerns that include how to wash dishes in the easiest possible manner. This question is asked by households across the country, as they try to strike balance between work and home.

The offline experience will stay. Our organized trade partners and retailers are already operational, although in a limited manner,” Balan says while talking about the marketing challenges of the lockdown.

He also added that the company is also looking ahead to work with media houses to drive engagement programs. This may include finding homes that need a dishwasher and coming up with an alternative to solve that problem. There are various ways we are looking at marketing in the post-COVID-19 era, which is primarily driven by digital techniques. 

The next part of the plan once it is safe to resume is that Voltas Beko will continue to roll out various marketing campaigns both at the local and national levels by following all guidelines of social distancing effectively.

Balan concludes by saying that with the reduced commute time, more people have the time to consume content and do intensive research online for consumer durables. Digital spends will go up as more people end up searching, and making purchases online.

The film is presently running on various social media platforms like Instagram, Youtube, and Facebook handle of Voltas Beko.