Kirloskar Collects Smiles From Around the World in Latest Campaign

    The products made by Kirloskar work behind the scenes, but the message is they make life better.

    By Asia Ad Junkie - Jan 8, 2021
    Kirloskar Collects Smiles From Around the World in Latest Campaign

    Kirloskar, one of the largest diversified engineering conglomerates in India, has recently launched a campaign, conceived by Lowe Lintas. The B2B company, a background player in everyday life, aims to show how the products they produce touch millions of lives, cutting across sectors and geographies.

    Kirloskar, which is active in EMEA, SA, and SEA markets had the need to go beyond saliency and create affinity because its products are almost always out of public view.

    “Almost all the Kirloskar products are intermediate and hence one might not ever get to see one working,” said Madhav Chandrachud, President, Kirloskar Proprietary Limited.

    “With its wide range of engineering products, it’s critical that communication is humane enough for a wide cross-section to relate to and emotionally connect with the brand. That too without being burdened with the complex product stories. We are happy to have Lowe Lintas, a like-minded agency partner us shoulder the brand custodianship by handling the brand communication seamlessly for the past many years.”

    The ad features smiling families, friends, and individuals without focusing much at all on the machines or products that Kirloskar creates. The idea is simple, these products make your life better. They make you smile, often times whether you know they’re helping you or not.

    Be it compressors for air-conditioning or powering critical applications with generating sets or diesel engines that power construction equipment or refrigeration compressors for the ice-cream industry or pump sets that go beyond bringing water, Kirloskar silently and reliably works behind the scenes.

    “The idea was to celebrate the millions of smiles Kirloskar has been garnering and cherishing globally for the last many years,” said Shantanu Sapre, Executive Director, Lowe Lintas.

    “The creative and production challenge was to make it human-centric without compromising on creativity in the new normal. Production logistics of curbs on travel, etc also had to be kept in mind. The creative team led by Prathamesh Gharat, Joshua Thomas, and Tejas Dangre, with inputs from Charuvi Lokare, and ably supported by Business Head Aniruddha Oka, came up with a simple and elegant solution of setting the film in a photo studio with changing cast members and backdrops, thereby conveying Kirloskar’s global presence without having to travel the globe.”

    The campaign film is currently on air across the several markets that Kirloskar serves.


    Client: Madhav Chandrachud
    Creative: Prathamesh Gharat, Joshua Thomas, Tejas Dangre, Charuvi Lokare, Manoj Kolaskar
    Account Management: Shantanu Sapre, Aniruddha Oka
    Production: Khushnaaz Jamshedji
    Production House: LinProductions (Director: Tejal Patni)


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