What it had to solve
Introduce a solar offering from a giant known for batteries and make the branding stick while the concept sticks out, in a category full of technical claims.
How it works
Three films play out real-life situations — home, school and office — with light-hearted humour; a fourth, family-context film demonstrates the stages of adopting solar, with a smooth yet sticky 'araam se' refrain standing out on the audio track. Directed by Vibhu Puri, the series released in mid-January 2023 across digital and social, with plans to extend on the ground through events and executions.
What it did
No measured results are given; the campaign was positioned as the launch pad for the new Exide Sunday brand.
Background
Exide Sunday, a recent offering from Exide Industries Ltd., brought in Wunderman Thompson Kolkata to show how easily people can switch to a sustainable way of living and make every day as easy and tension free as Sundays. The agency's answer was a series of films that play up the name: 'When a solar solution provider has an interesting name like Exide Sunday, we made sure to play up the branding,' said Arjun Mukherjee, VP and senior ECD.
The execution uses three real-life situations with light-hearted humour to make the films memorable, while a fourth film set in a family context demonstrates the various stages of adopting solar — all carried by a smooth yet sticky 'araam se' ('take it easy') audio refrain. Directed by Vibhu Puri, the series released in mid-January 2023 across digital and social media, anchored in digital and extended on the ground through events.
Vijay Jacob, SVP and managing partner at WT Kolkata, called the campaign a launch pad for the Exide Sunday brand. afaqs reported the work on 20 January 2023 with links to the Home, School, Office and Aaraam Se films; no measured results are given.
Why it lands
The name 'Sunday' is itself the benefit claim — the films only had to dramatise it.
Light humour fits a switch-to-solar message better than green guilt or spec sheets.
The 'araam se' refrain gives the new sub-brand a sonic handle on crowded social feeds.
Staging the adoption journey inside one film educates buyers without turning into a demo.
What you can take
If your product's name is already a feeling, make the ads deliver that feeling and the branding will do the explaining for free.
Since then
afaqs reported the launch on 20 January 2023. The article gives no reach, trial or sales results for the new brand.
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