Popular home appliances brand, Bosch has rolled out a new campaign in collaboration with Taproot Dentsu to challenge the idea that a clothesline is a superior drying mechanism.
Indians, traditionally, prefer drying clothes outside, so Bosch had their work cut out for them. The group’s new campaign takes a clever lighthearted view on these traditional techniques. Clothes fly away, thunderstorms roll in, the husband just isn’t very good at it. Queue the Bosch promise, “Less Effort, 100% Dry Clothes.”
“We are thrilled to launch our first ever dryer campaign in India, showcasing the Bosch range of dryers which requires minimal efforts and provides better drying. Our objective is to focus on the lifestyle and convenience benefits that the category can deliver and closely analyze the mind shift,” said Neeraj Bahl, CEO & MD, BSH India.
“The demand for premium products in India is increasing and we are confident that this will drive the adoption of newer categories and technologies when people are looking to create better comforts within the confined space of their home. We are looking forward to the vast possibilities for dryers in India and hope to replicate global success of the category in the country.”
Detailing about the creative approach, Yogesh Rijhwani, Executive Creative Director, Taproot Dentsu, said, “We wanted to find an endearing narrative for Indian couples that helps them realise a bitter truth – till the time you don’t get a dryer, you are the dryer. To make a case for automated drying, we tapped into our collective memories to find the most relatable experiences we could, including the recent experiences from two lockdowns and many Mumbai monsoons.”