New Taproot Dentsu spot for Bosch depicts the woes of drying laundry
It presents a realistic representation of what happens to clothes after they are washed and before they are folded.
Indians, in general, prefer traditional drying methods, such as using a clothesline or simply air drying clothes, making dryers an emerging category in the country. As a result, the typical Indian household accepted drying clothes as an additional chore.
To challenge this notion, German engineering and technology giant Bosch Home Appliances (BSH), in association with Taproot Dentsu, has launched a campaign that promotes effortless drying using the “Bosch dryer” .
Conceptualized and directed by Taproot Dentsu, the creative agency of the house teethu India, the film presents in a funny way the daily life of an urban couple, who does not have an automatic drying device. He underlined the difficulties associated with manual drying of clothes. Bosch, with its “less effort, 100% dry clothes” promise, comes to the rescue and saves the day effortlessly.
Commenting on the campaign, Neeraj Bahl, CEO and Managing Director of BSH India, said: “We are delighted to launch our very first dryer campaign in India, showcasing the Bosch dryer range, which requires minimal effort and offers a better drying. Our goal is to focus on the lifestyle benefits and convenience that the category can offer, and take a close look at the shift in mindset.
“The demand for premium products in India is increasing. We are convinced that this will encourage the adoption of new categories and technologies as people seek to create greater comfort in the confined space of their home. We look forward to the vast possibilities of the dryers in India and hope to replicate the global success of the category in the country. “
Yogesh Rijhwani, Executive Creative Director of Taproot Dentsu, added, “We wanted to find an endearing narrative for Indian couples that helps them understand a bitter truth – until the moment you don’t get a dryer, you are. the clothes dryer. To make the case for automated drying, we drew on our collective memories to find the most relevant experiences possible, including recent experiences of two blockages (induced by COVID) and many monsoons in Mumbai. “