Rishton Ki Thandak , Empire Home Appliances Pvt. Ltd.

2017 saw brand GEM being very active in the market. In addition to launching many new innovative products, GEM initiated 360-degree marketing activities which were very well-received by the consumers. As a part of the key marketing activities last year, GEM introduced a television commercial (TVC) based on its exciting and innovative refrigerators.

The TVC focused on the narrative Rishton Ki Thandak meaning the comfort that comes when we establish a relationship. It portrays that special feeling you get when you are part of a special bond. The TVC  interweaves festive moments in life portraying a vast cross-section of our society interacting with GEM products. It also lays emphasis on the brand attributes of innovation, durability, and value for money. Further, taking into consideration the spurt of excitement amongst consumers, GEM also announced its festive campaign for the year which revolved around the Instacare concept – a brand new 24×7 helpline that works on the latest CRM software further cements the Rishton Ki Thandak promise. It talks about a comprehensive warranty for all GEM products and lucrative consumer offers.

The essence of the campaign was to generate top-of-the-mind recall with consumers, who are considering to upgrade or purchase a new refrigerator that is high on utility. With the new TVC, the aim was to reiterate the benefits of choosing a GEM product by portraying the human emotions and the bonds that develop in a relationship. The film goes on to cajole the viewer to go ahead and begin a relationship with a GEM product and enter into a cozy comfort zone.

The tagline of the TVC was Rishton Ki Thandak and it essentially targeted the contemporary modern, urban households and families, especially the females between the age group of 25 and 45. The brief given to the creative agency was to highlight the brand promise of It’s Forever. The film needed to speak about the strong human emotions evoked by a relationship. Keeping the same in mind, the film was created which revolved around a mix of common everyday situations and festive occasions.

The commercial premiered from the first week of May across all metro cities and was telecasted on 10 channels in Hindi. Started in the month of May, it continued for 3 months and was aired on major national and vernacular TV channels and news channels. The TVC was conceptualized by the advertising agency, Art of Communication.

 “GEM as a brand has always believed in doing purposeful communication with its promise of It’s Forever at the core. Our objective with Rishton Ki Thandak campaign was to showcase unity in diversity which we created by depicting different facets of the Indian culture.”

Harish Kumar
Managing Director,
Empire Home Appliances
Pvt. Ltd.