Casio India has unveiled its new brand campaign called #FarakPadtaHai for its calculator category.
Featuring two digital films targeting company employees and merchants and backed by outside media support, the campaign is based on a key idea that consumers pay little attention to low-involvement items such as a calculator when purchase, a decision if made poorly that they end up regretting as the product begins to impact their daily lives.
This campaign attempts to educate non-users by using humor to emphasize the importance of making the right choices even for seemingly small purchases.
The digital films are live on all of the brand’s social media pages, including Facebook, Instagram and YouTube. The brand is also supporting these digital movies with out-of-home media in corporate hubs of metropolitan cities as well as pan-India market areas.
Capturing the brand’s message, both films open with their protagonists (an office worker and a shopkeeper) being told by an incomprehensible supporting cast to be content with any ordinary calculator because their favorite brand – Casio is not available. The protagonists then imagine a series of escalating scenarios impacting their lives, all due to the repercussions of using an ordinary calculator causing them to stand firm in their demand for a Casio-only calculator.
Conceptualized by Casio’s in-house brand team and Mr. Vishal Mittal, produced by Rat Films.
Kulbhushan Seth, Vice President of Casio India, said, “As a consumer-centric brand, we have always ensured that our offerings add value to their lives. After rigorously researching the market, we created this Farak Padta Hai (It Matters) campaign for Casio calculators to highlight the importance of making the right decisions so that we can continue to have a positive impact on consumers. Through this campaign, we hope to spread the message that consumers should also consider quality, innovation, heritage, trust and overall value when buying calculators because they all count. »
Watch the ads here: