Title | THE SONG OF THE WIND |
Brand | KHAITAN ELECTRICALS |
Product / Service | KHAITAN ELECTRICALS |
Category | B03. Corporate Reputation |
Entrant | JWT INDIA Mumbai, INDIA |
Entrant Company | JWT INDIA Mumbai, INDIA |
Advertising Agency | JWT INDIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Bharathwaj Subbu | Joker Films | Dop |
Abhishek Chandra | Joker Films | Producer |
Himanshu Sharma | Joker Films | Director |
Sayam Bhadra | Jwt India | Vp And Client Servicing Director |
Aalap Desai | Jwt India | Copywriter |
Prajato Thakurta | Jwt India | Senior Creative Director/Copywriter |
Sachin Kamble | Jwt India | Senior Creative Director/Art Director |
Swati Bhattacharya | Jwt India | National Creative Director |
Senthil Kumar | Jwt India | National Creative Director |
Tista Sen | Jwt India | National Creative Director |
The brief was simple. Khaitan, one of India’s biggest manufacturers of fans, wanted us to create their corporate tune. We turned to the wind itself to help compose the tune. But how do you make something that's done behind closed studio doors interesting for the consumer? That's why we employed the wind itself to compose the tune for us. We took 6 wind instruments, modified them in order to make them more sensitive to the wind and placed them in an open space in Panchgani, one of India’s windiest places, and recorded these sounds, which were then used by a renowned music director to create Khaitan’s corporate tune.
The objective of the campaign was to change Khaitan's image of being a dated brand. Research proved that the audience did not see Khaitan, an eighty year old name, as someone who was a bringer of new ideas and products. That, being a very dangerous place to be, needed to be changed. That's why, we needed to launch the new corporate tune in a way like no other.
The site itself experienced 13,000 unique visitors. For the first time in Khaitan's history, their communication was widely shared on social networking sites. There was free media generated and 31 editorial articles were released outside of our PR voice on websites and blogs. In all, a brand that was considered to be old launched their corporate tune in the most inventive way.
We took 6 wind instruments, modified them in order to make them more sensitive to the wind and placed them in an open space in Panchgani, one of India’s windiest places, and recorded these sounds for 24 hours. These raw sounds were then used by a renowned music director to create Khaitan’s corporate tune. The installation was brought alive online by an interactive microsite, www.thesongofthewind.com, that enabled visitors to watch and hear the instruments via a live video stream. Apart from our PR discussions, the project went viral and was shared by the audience earning free media. The campaign ran exactly as planned.
The brief was simple. Khaitan, one of India’s biggest manufacturers of fans, briefed us to create their corporate tune. But how do you make something that's done behind closed studio doors interesting for the consumer? Especially for a consumer that's convinced itself that the eighty year old brand is incapable of new ideas.
To address this, we employed the wind itself to compose the tune. We took 6 wind instruments, modified them in order to make them more sensitive to the wind and placed them in an open space in Panchgani, one of India’s windiest places, and recorded these sounds, which were then used by a renowned music director to create Khaitan’s corporate tune.