Tata Swach sings ‘Chandu ke Chacha’ in new campaign

The TVC ‘Naye Zamaney Ka Chaandi’ went on air on Saturday. It has been conceptualized by DraftFCB+Ulka

BestMediaInfo Bureau | Mumbai | November 19, 2012

Tata Swach Nanotech Water Purifier has launched a new ad campaign that emphasises on silver’s antibacterial qualities. The campaign showcases the advanced silver nanotechnology used by Tata Swach to enhance silver’s purification power without any use of harmful chemicals. The TV commercial has been created by DraftFCB+Ulka.

The TVC began airing on major channels, including high impact properties, from November 17, 2012. The ad campaign will be carried across television, print, radio, online and social media platforms.

Ashvini Hiran, COO, Consumer Product Business, Tata Chemicals, said, “Tata Swach combines technology, performance, design and convenience which makes it unique and one of the most innovative water purifiers in today’s age. The new ad campaign aims to connect with consumers and make them aware about Tata Swach’s use of silver nanotechnology, with silver being a well known and effective purifying medium. The communication effectively conveys that Tata Swach is a smart choice for safe drinking water.”

KS Chakravarthy, National Creative Director, Draft FCB+Ulka, said, “It was a bold strategy by Tata Chemicals to use silver as a product differentiator for Tata Swach. The challenge was to reintroduce the Indian household to the power of silver and then exhibit how Tata Swach has further enhanced its efficacy. Our film uses an alliteration of the popular ‘Chandu ke Chacha’ rhyme which we are confident delivers on this objective most effectively. We hope the consumers love and appreciate the nuances of the ad.”

Tata Swach Silver Nanotechnology has been tested across multiple institutes nationally and internationally against bacteria and virus for performance upto USEPA requirements which are among the most stringent in the world. In addition to world class technology, Tata Swach also includes user-friendly features like Tata Swach Fuse – to auto-shut and auto-indicate useful life and Tata Swach Lock to ensure the user genuine products. With Rs 15 paise as the cost of purifying per litre of water, Tata Swach is amongst the most cost-effective water purifier in the world.

The TVC:

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National Creative Director: KS Chakravarthy

Vice-President: Anita Gokral

National Head, Films: Alpa Jobalia

Creative Group Head: Donovan D’Souza

Creative Consultant: Sanjog Bhoir

Client Servicing: Vineet Koppikar, Vijay Thomas

Films Supervisor: Stanley Christian

Production House:

Director: Arun Gopalan

Executive Producer: Zina Khan

CG Artist: Faramarz Wankhadia


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