Racold launches its new campaign, #DontBeAHeaterHitesh

~ Creates a quirky character to promote its Omnis range ~

Mumbai, 2^nd November, 2020: With the onset of the festive season, Racold, India’s largest provider of water heating solutions today, launched a new digital campaign, #DontBeAHeaterHitesh. The campaign is built around the central character, ‘Heater Hitesh’, who is very quirky and memorable. It is divided into a two-part digital film series which has a very fresh and humorous narrative.

The campaign, #DontBeAHeaterHitesh, conceptualised by WATConsult, the globally awarded hybrid digital agency from the house of dentsu International, is built upon two interesting everyday behaviours that one might see in an average Indian household. The first film points out the health and hygiene practices followed by people to keep themselves safe from the germs and the second film shows the nuances people go through for getting the hot water at just the right temperature, if one doesn't have the right water heater. Both the behaviours are depicted in a very endearing and comical way through ‘Heater Hitesh’.

Both the films bring out the unique key features of Racold’s most stylish and technologically upbeat product range, ‘Omnis’. While the first film highlights the ‘Omnis Lux Plus’ range which has a unique Silver Ion technology that actively stops proliferation of bacteria to provide clean and healthy water for bath, the second film focuses on ‘Omnis Wi-Fi’ that has an intelligent ‘Smart Bath Logic’ function for customising the bathing requirement, thus saving precious electricity as select models in Omnis Wi-Fi are 5-star energy efficient rated products. 

Mr. Vikram Raman, Vice President, Marketing and E-Commerce, Ariston Thermo India Pvt. Ltd. Commented, “Racold is a brand synonymous with breakthrough innovation be it with our range of innovative products or our marketing campaigns. The main objective of this campaign is to let consumers know about the unique features of our Omnis range of water heater. I am sure that people will love this humour and ‘Heater Hitesh’ will have a long lasting impact on people’s minds.”

Ms. Heeru Dingra, CEO, WATConsult added, “With its Silver Ion technology and Wi-Fi enabled water heaters, Racold’s Omnis range is definitely a step-up in its sector, simply making the lives of its consumers easier. Therefore, the campaign creatively highlights the convenience of the product along with capturing its unique set of features. The videos seamlessly place it as the answer for the water heating problems generally faced in our homes, especially during the winter months. The humorous tone of the videos and the extravagant protagonist makes the technologically oriented product feel familiar and a more acceptable fixture for our homes.”

The campaign will further extend to multiple digital platforms like Facebook, Instagram, YouTube and OTT apps, employing various methods of marketing like video promotions and search ads, by using different formats of the videos like shorter cuts, among others.

Link to the digital film: https://www.youtube.com/watch?v=UlQQzd9OVCo&feature=youtu.be

About Racold:

Racold is India’s largest manufacturer and provider of water heating solutions for over 60 years. It is a fully owned subsidiary of the €1.71 billion Ariston Thermo Group-Italy, the world leaders in the water and environmental heating solutions. Ever since its inception, Racold, has been setting standards in the Indian Water Heating Industry by bringing in new technology, enhancing the aesthetics, quality, safety, durability and performance of the product.  Racold is the first water heater brand to be recognized by the Bureau of Energy Efficiency (BEE) successively for the 9 years from 2010-2018. It has won the prestigious National Energy conservation award consecutively 7 times in a row from 2010 to 2016 and the “Most Energy Efficient Appliance of the year” award in 2017 and 2018.

Racold is the only chosen water heater brand in the category to be selected as a Superbrand for 2019 after an extensive online consumer voting process.

About Ariston Thermo Group:

Ariston Thermo is an international company among the leaders in water and environmental heating solutions. The Group develops and provides solutions that use renewable energy, such as thermal solar and heat pumps, with a continuous investment in innovation for the development of increasingly advanced connectivity systems. In 2019, the Group posted a turnover of 1.71 billion euros and sales for 8.2 million products in more than 150 countries; counting 7,500 employees, 69 operating companies and 6 representative offices in 42 countries, 26 production sites in 15 countries and 24 centres of expertise for research and development in 15 countries. The Group offers a full range of products, systems and services mainly under the brands Ariston, ELCO, Chaffoteaux, Atag, Racold, Calorex, NTI, HTP. The goal of Ariston Thermo is to look to the future of thermal comfort, offering an optimal combination of quality, energy savings and respect for the environment.

About WATConsult:

WATConsult is the globally awarded hybrid digital agency from the house of Dentsu International. It has 5 other verticals, Audientise, SocialCRM24*7, eCommencify, InnoWAT, and Recogn, which offer varied digital services. It has received more than 200 awards and recognitions in the field of digital media marketing including a GRAND PRIX at Prague International Advertising Festival. It is the only Indian Digital Agency to have made its way to Cannes Lions 2018. Recently, the agency won a Gold in 'Thriving Culture' category at Social Samosa AgencyCon Awards and attained 'The Best workplace & People development' title by Business Leader awards. 

It has won 11 Agency of the Year awards including: 'The Digital Agency of the year' at Social Samosa's AgencyCon awards 2020;  The most influential digital agency of the year in 2019 by Brand Equity Agency Reckoner; 'Display Agency of the Year at Digixx 2018; The Campaign Agency of the year India (Bronze) at the Campaign Asia Awards 2017; Marketing Agency of the Year at MCube 2017; Digital Agency of the Year at Delhi Ad club awards 2017; Digital Agency of the year at DOD awards 2016; The Campaign Agency of the year India (Bronze) at the Campaign Asia Awards; ‘Boutique Media Agency of the Year’ at Media Ace Awards 2015, Mumbai, ‘The Social Media Agency of the Year 2014’ at Socialathon Delhi and ‘The Most Progressive Digital Agency Award’ at CMO ASIA Singapore. 

About Dentsu International:

Dentsu International’s presence in India comprises the global network brands Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and mcgarrybowen along with the Dentsu branded agencies – Dentsu Impact, Dentsu One, Dentsu India, dentsu X, Taproot Dentsu and Dentsu Webchutney. Also, newly added to the group are the recently acquired local brands Milestone Brandcom, WATConsult, Fountainhead MKTG, the Perfect Relations Group, Happy mcgarrybowen, Fractal Design Studio, SVG Columbus and MerkleSokrati.