Ogilvy Mumbai 'Chooses Purity' in New Campaign for Blue Star

Blue Star, a leader in air conditioning and commercial water cooling is now bringing its seven decades of experience to providing safe, pure drinking water for homes. In keeping true to its commitment to providing world class, premium products and services, Blue Star is launching stylish range of water purifiers.

This campaign comes at a time when the entire category is bombarding the consumer with technology – RO, UV, RO+UV etc. Blue Star consciously stays away from this clutter, and true to its character, promises the core benefit - pure, safe drinking water.

The Storyline

A light hearted monologue of babies talking about on how their mothers are always paranoid about everything the kids do except when it comes to them drinking water from the Blue Star water purifier. It is not a campaign trying to dazzle you with technology and scientific jargons, but one which promises you pure, safe drinking water for the people you care the most.

Girish Hingorani, Chief Marketing Officer, Water Purifiers, Blue Star: Blue Star is recognised as a modern and aspirational brand and we needed to incorporate this personality in the communication. Our main brief to Ogilvy was to create a campaign that would disrupt the category and stand out from clutter. While all other players are focused on communication based on technology jargon, we decided to take the higher ground. Children, especially infants, are the most vulnerable to water borne diseases owing to their relatively lower immunity as compared to adults. We chose to highlight this aspect in our TV commercial. The black and white treatment of the film lends a premium look and augurs well with our personality.

Ram Moorthi, Managing Partner, Ogilvy Advertising Mumbai: While category advertising is generally focussed on product credentials, we saw a clear strategic opportunity in owning the benefit. Especially when the brand is Blue Star whose product innovation and quality record are impeccable.

Kainaz Karmakar, Executive Creative Director, Ogilvy Advertising Mumbai: No one in the world looks more worried than the mom of an infant. Therefore, we decided to work on this insight and made these cute gurgling babies our spokespeople. In this ad they speak directly to their moms, through their gurgles and we believe this execution will help our brand stand out.

Harshad Rajadhyaksha, Executive Creative Director, Ogilvy & Mather Mumbai: We are very happy with the TVC we have created to launch this brand. We believe our idea is distinct in the category, and Ayyappa’s execution of our script makes it that much more memorable to watch. A special mention has to be made for the fabulous client team at Blue Star, for being accepting and encouraging of this idea in generous measures.

Blue Star Water Purifiers launch campaign will be released on October 5th 2016