GrabOnRent encourages renting in new campaign #GarmiKaJugaad
The film portrays how hilariously creative Indians can get when it comes to finding our fixes to many day-to-day issues.
Let's face it. Summer is here. Again! If last year was any indication of the things to come, this year we can expect it to be a little hotter, and the wait for monsoon, a little keener! This summer, product rental marketplace GrabOnRent has launched 'Garmi Ka Jugaad' campaign targeting the common man suffering from the dreadful summer heat.
The campaign encourages people to not suffer during the summer season and to start renting AC and coolers at a reasonable cost. The campaign, conceptualised by Media Moments, urges the audience to use GrabOnRent as the smarter and more economical solution to staying cool in summers.
The film taps into the ‘jugaadu’ mindset that we Indians have mastered, and for man, it is the mantra to live by. The film portrays various characters like a dog, an old couple and bachelor roommates suffering from the summer heat indoors. Each finds an over-the-top hack or ‘jugaad’ to cope with the heat. It portrays how hilariously creative Indians can get when it comes to finding our fixes to many day-to-day issues. The catchy background score and the voiceover in the background add to the mood of the ad.
“GrabOnRent has always been driven by the philosophy of providing accessibility of any product to anyone. With this in mind, we take the onus to make the Indian audience aware of the economic viability and convenience of renting air coolers and air conditioners this summer. This campaign should fire the inhibitions and enable the 'neo-Indian' audience to look beyond mindless consumerism and make a smarter decision”, says, Shubham Jain, CEO GrabOnRent.
“At one-third the cost, one can use an air cooler or an air conditioner for complete summer season. This is a much smarter choice instead of buying the same and letting it lie around for rest of the year”, he adds.
Prabhudoss Samuel AKA Sam, Creative Director of Media Moments, says, “Be it the bachelor who uses a clothes iron to roast papads, or the young mother in the fields using a saree as a makeshift cradle for her baby, jugaad has always been a part and parcel of the Indian way of life. We always try to fix it ourselves before opting for the most logical solution available to us. That’s exactly what we wanted to portray in the film for GrabOnRent.com. To portray their AC and cooler rental services as a viable and economical solution for summer in comparison to any jugaad.”
The campaign takes the integrated omni-channel approach in order to reach out to today’s digital savvy audience spanning across the online and offline space. In the next phase, it will extend to print, radio, OOH while continuing to engage audiences in the digital space.
The campaign encourages people to not suffer during the summer season and to start renting AC and coolers at a reasonable cost. The campaign, conceptualised by Media Moments, urges the audience to use GrabOnRent as the smarter and more economical solution to staying cool in summers.
The film taps into the ‘jugaadu’ mindset that we Indians have mastered, and for man, it is the mantra to live by. The film portrays various characters like a dog, an old couple and bachelor roommates suffering from the summer heat indoors. Each finds an over-the-top hack or ‘jugaad’ to cope with the heat. It portrays how hilariously creative Indians can get when it comes to finding our fixes to many day-to-day issues. The catchy background score and the voiceover in the background add to the mood of the ad.
“GrabOnRent has always been driven by the philosophy of providing accessibility of any product to anyone. With this in mind, we take the onus to make the Indian audience aware of the economic viability and convenience of renting air coolers and air conditioners this summer. This campaign should fire the inhibitions and enable the 'neo-Indian' audience to look beyond mindless consumerism and make a smarter decision”, says, Shubham Jain, CEO GrabOnRent.
“At one-third the cost, one can use an air cooler or an air conditioner for complete summer season. This is a much smarter choice instead of buying the same and letting it lie around for rest of the year”, he adds.
Prabhudoss Samuel AKA Sam, Creative Director of Media Moments, says, “Be it the bachelor who uses a clothes iron to roast papads, or the young mother in the fields using a saree as a makeshift cradle for her baby, jugaad has always been a part and parcel of the Indian way of life. We always try to fix it ourselves before opting for the most logical solution available to us. That’s exactly what we wanted to portray in the film for GrabOnRent.com. To portray their AC and cooler rental services as a viable and economical solution for summer in comparison to any jugaad.”
The campaign takes the integrated omni-channel approach in order to reach out to today’s digital savvy audience spanning across the online and offline space. In the next phase, it will extend to print, radio, OOH while continuing to engage audiences in the digital space.
