Welspun launches its ‘Jaldi Sukhe Jaldi Sukhaye’ campaign

Welspun, a domestic brand from the house of Welspun India, has launched a new TVC led campaign highlighting  its Quik Dry towels’ proposition – Jaldi Sukhey Jaldi Sukhaye. Taking a humorous spin on the current Lok Sabha elections, the campaign showcases the brand’s promise of providing superior quality product at affordable price points while also encouraging consumers to vote responsibly during this election.

Known for its robust R&D and technology backed products, the Quik Dry range has been designed based on extensive consumer research and insights. Having achieved success globally in the home-textile industry, Welspun is now all set to leverage their expertise in the Indian market with the new range of Quik Dry towels priced at Rs. 249.

The tongue-in-cheek campaign comprises a series of two TVCs. The first film depicts a political leader, at a press conference, promising free electricity in every home should he be elected. A journalist calls out that he is sweating – a sign of lying. On the same lines, the second film also showcases the political leader at a press conference urging people to vote for him just the way he has casted his vote dutifully. A journalist again brings to light that the leader is sweating, humorously hinting that he voted for the wrong candidate. Both the films end with the introduction of Welspun Quik Dry towels that helps dry quickly - Jaldi Sukhey Jaldi Sukhaye.

Talking about the campaign, Ms. Manjari Upadhye, CEO - Domestic Business, Welspun India said, “Welspun Quick Dry Towels are created on the back of unique technology and innovation that enables it to dry itself quickly while providing the consumer a perfect drying experience. Through this campaign that leverages the ongoing elections, the brand extends its proposition – Jaldi Sukhe Jaldi Sukhaye and urges consumers to exercise their voting rights wisely.”

The campaign is aired in Hindi, Gujarati, Marathi and Punjabi languages across leading national and regional news channels.

Credits:

Client Team:

Creative Agency: Leo Burnett

CEO Publicis Communications, South Asia – Saurabh Varma

MD – India & CCO, Leo Burnett South Asia: Rajdeepak Das

MD – India & CSO, Leo Burnett South Asia: Dheeraj Sinha

Chief Operating Officer, West : Rakesh Hinduja

Executive Creative Directors: Pranav Harihar Sharma

Senior Creative Director: - Virendra Tivrekar

Associate Creative Director: Abhijeet Kalan, Vivek Kaul

Creative Team: Gayatri Gulekar, Anupam Menon

VP & Business Head: Aditi Mahale
Brand Services Associate: Meghna Rastogi

Production Company: Prodigious

Director: Shaizad Barucha

Music Director: Hanif Sheikh

Executive Producer: Varun Shah

Producer: Andalib Patel