What3words Provides Logistics Solutions Amid Chaos in New Campaign, Marketing & Advertising News, ET BrandEquity

A picture of the TVC

What3words has launched its first campaign to mark its growing presence in India. Led by a TV movie, which illustrates how innovative technology simplifies India’s long and complicated addresses, the film was conceptualized by Famous Innovations and directed by Shirsha Guha Thakurta, Oink Films.

The film opens with an irritated-looking Vijay Raaz telling his home address to someone who delivers him a suit.

The narration of the address soon turns into a rap, as the delivery man struggles to find his way among complicated streets and buildings. That’s when a frustrated Raaz turns to the what3words app to give the delivery man a what3words address, with which his position is easily placed. Shot on the streets of Calcutta, the film celebrates India’s vibrant chaos, while providing a logistical solution.

The campaign launched this weekend with a TVC and will be supported by OOH, radio/audio, print, digital, PR, influencers and more.

Raj Kamble, Founder and Chief Customer Officer of Famous Innovations, said, “We started with a simple observation – addresses in India are long and complicated – and looked for a way to dramatize the same. Vijay Raaz’s genuine anger, raw rapping and cacophonous Kolkata complexity creates an endearing confusion that we believe will introduce the brand to consumers in a very relatable and memorable way. We’ve all been that person at some point, barking impossible addresses at someone on the phone. We tried to turn this daily occurrence into entertaining content, finally landing on the simple solution that is what3words.”

Giles Rhys Jones, Marketing Director of what3words, said: “India is an incredibly exciting market for us. It is a country that welcomes innovative technologies and is driven by the desire to move forward. This fun and insightful campaign is a great example of how to tackle the challenges people and businesses face every day and how what3words can make it easier to know exactly where.

Watch the ad here:

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