THE SONG OF THE WIND

TitleTHE SONG OF THE WIND
ClientKHAITAN ELECTRICALS
Product / ServiceKHAITAN ELECTRICALS
CategoryB03. Corporate Reputation
EntrantJWT INDIA Mumbai, INDIA
Entrant Company JWT INDIA Mumbai, INDIA
Advertising Agency JWT INDIA Mumbai, INDIA

The Campaign

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 Brief

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.

Results

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.

Execution

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 Situation

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.

The Strategy

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.

Credits

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