We spend a lot of time while selecting our clothes, shoes or even buying fruits and vegetables but when it comes to making a long-term investment such as home appliances, we fail to do our research and often end up buying the most affordable option or the one which was recommended to us by a friend or relative.
This practice doesn’t just showcase our lack of knowledge about how to buy home appliances but also a failure on the part of the companies to teach the most important components the user should look for.
Recently, Kenwood aired its new TVC, showcasing its fridge and we cannot help noticing how easily and vividly all the main and distinguishing features have been explained by the company. The marketing landscape in Pakistan is saturated with the “me too” approach by the companies making it very hard to go against the tide and break the clutter.
Most of us have been desensitized to seeing the refrigerator ads talk about how their product can last in load shedding without giving specifics or how they can add to the overall décor of the house.
The ad starts with a man looking for potatoes as he is hosting his friends at home and they want to make chips, a feeling so relatable and can we just appreciate them for not going for the stereotypical road of huddling women together in the kitchen to explore the features of Kenwood refrigerator.
The insight is on point and doesn’t fall into the same trap of enforcing gender stereotypes
In contrast, Haier’s new TVC showcasing its refrigerator is kind of dragged. We have to sit through different women complaining how their refrigerator does not work as they wished it should, followed by different flying robots going into each house and transforming the appliance into a Haier refrigerator; I know sounds exhaustingly weird.
One of the main things that put us off from watching the ad is that we have to sit through an absurd start featuring disappointed women to get to the features of the refrigerator. Again, kudos to Kenwood to think that a home appliance ad can be made without throwing only women in the kitchen.
In the case of other brands, we can see almost similar concepts of the TVC. PEL wants us to see how women hate their current refrigerator, Orient’s TVC shows Lala (Shahid Afridi) visiting someone’s house and insulting their refrigerator, calling it old wardrobe and Dawlance wants us to know that their refrigerators save power; nothing new and out of the ordinary practices.
Here’s the TVC by PEL
This is not a first time Kenwood has captured us with their TVCs, I think we can all recall the insightful ads featuring Nawazuddin Siddiqui and Ayesha Khan.
In a slice-of-life TVCs, the company shows the dynamics of a married couple in different settings with a funny yet relatable “nok jhok” (banter) where the chatty husband always get himself into hot waters. All of their ads show that a little blunder can lead to increased temperatures which can be reduced by Kenwood.
In the Air Conditioning category, Gree, two years back, aired its TVC featuring Samina Peerzada who explained the new phenomenon of Inverter ACs to the people.
Since then, the company has opted to showcase opinion leaders, Wasim Akram and Shaniera Akram who are also the brand ambassadors for Gree, in its ads. Though it is near impossible to get enough of the lovely couple, we hope to see a glimpse of the features that differentiate the company’s products from other brands.
I have the most grievance with Orient which has not just left me but many other people (friends and relatives) confused. The ad starts with Shahid Afridi asking Google Home to turn off the AC in URDU. It led many of us to believe that this is how Orient ACs will work but alas it was just a marketing gimmick.
You can use Google Assistant to adjust your AC’s functions, turn it on or off but you have to give certain commands in ENGLISH.
Orient is in the home appliances business for a long time and thus should know better about responsible marketing practices
Changhong Ruba in its TVC has left us confused as we understand their selling pitch of “Bada Outdoor, Chota Bill” but the irrelevance of the female model and her lack of a role in the whole production is off-putting.
Haier also takes the soft approach to things like Kenwood and shows two friends discussing the different features of the air conditioner without creating too much fuss.
Pel, on the other hand, has chosen to communicate that others are duping people into believing that their electricity bill won’t be too much, a concept that is going on for years.
There is a famine of original ideas and thus in most of the cases we look at the Indian ads and think “why can’t we do something like this?” Kenwood has not just created relatable TVCs but also has challenged the stereotypes of chatty women and their place in the kitchen and it is about time that other companies step up their game.