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Kinley brings out the trust factor

The campaign conceptualised by Ogilvy & Mather highlights the importance of trust and transparency and reiterates the adage 'Honesty is the best policy'

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Kinley brings out the trust factor

Kinley brings out the trust factor

The campaign conceptualised by Ogilvy & Mather highlights the importance of trust and transparency and reiterates the adage 'Honesty is the best policy'

BestMediaInfo Bureau | Mumbai | October 28, 2014

Kinley-TVC Click on the image to watch the TVC.

Kinley recently launched its new advertising campaign, 'Boond Boond Mein Sacchai', centred on the theme of honesty. The campaign conceptualised by Ogilvy & Mather highlights the importance of trust and transparency in relationships and reiterates the adage 'Honesty is the best policy'.

The TVC starts with a daughter drinking Kinley water and calling up her dad, played by Bollywood actor Ashish Vidhyarthi to whom she had lied. She apologised and tells him the truth that she is not studying at her friend's place but is in Lonavala. Her dad gets hurt by her behaviour but in the end forgives her because she realised her mistake. It ends with the voiceover 'Kinley Boond Boond Mein Sacchai'.

Piyush Pandey Piyush Pandey

Piyush Pandey, Executive Chairman, National Creative Director, Ogilvy & Mather, said, “We were very clear about what had to be conveyed because deep down we all connected with the core thought of the campaign. We've all been in situations where telling a small lie has always been the more convenient thing to do, and at times we've taken that option too.”

“All we had to do was pick instances from real life that gave us two options – avoiding an unpleasant situation by resorting to lying, or taking the more courageous path of being honest and facing the situation. And we all know that honesty brings with it inner strength that makes it easy to face the results,” added Pandey.

Wasim Basir, Director, Integrated Marketing Communications, Coca-Cola India, said, “Water as a category stands on a key pillar of trust. Kinley has epitomized this through its legacy in India. Moving forward, we wanted to take the conversation around purity to the next level – which is truth – which is what led us to the communication idea of 'Boond boond mein sacchai,'”

Basir added, “When we looked inside our society, we found that people did have a tendency to lie a little to avoid an unpleasant situation in everyday life, this gave us a great meeting point of our intent and consumers life- Kitna chain hota hai na sacchai main, Kinley: Boond boond mein sacchai.”

In-addition to mass media advertising, the integrated communication program will be extensively leveraged through social media and radio.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Kinley

Agency: Ogilvy & Mather

Executive Creative Director: Ajay Gahlaut

Director: Vivek Kakkad

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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