OneAssist goes the stand-up comedy route to launch India’s first comprehensive Home Appliance Protection Service ‘HomeServ’
OneAssist, India’s leading Assistance and Protection Company announced its foray into Home Appliances, with the launch of ‘HomeServ’. HomeServ is India’s first comprehensive protection plan which allows customers to protect all their key home appliances in just a single plan.
In the digital ad campaign #RakhoSambhalKe, featuring popular stand-up comedian Rahul Subramanian, who takes on the avatar of a various appliances (TV, AC and Washing Machine) , to narrate the various issues the appliances face in their daily functioning. This digital film series narrates the brand offering with a subtle humour urging users to keep their appliances protected.
Subrat Pani, Co-Founder OneAssist, comments on OneAssist’ s first digital ad campaign,
“ We believe that it’s important to tell relevant stories, stories that present a slice of life which most of us can relate to. The #RakhoSambhalKe campaign is a refreshing approach which showcases the various issues our appliances face in their routine functioning, due to the quirks of their owner. We chose this route of stand-up comedy as we believed that it’s a subject which needs explanation and not preaching. The videos continue to be seen, liked and shared on YouTube & multiple social media platforms and have already garnered over 15 mn views.”
Rahul Ghosh, Senior Vice President – Senior Creative Director Contract Advertising, adds
“A disruptive product needed a disruptive idea. We wanted to create content that made a point without sounding alarming. We thought that the idea of playing agony uncle to appliances could be quite entertaining and conversation-creating. Once we had that, getting Rahul Subramanian on board only helped in pushing it further.”
Link to the videos: