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Vectus’ debut campaign by Contract Advertising; a game changer

News Helpline | June, 08 2015

Shot in the parched terrain of Rann of Kutch in Gujarat by director Sainath Choudhary, the TVC is deep and dramatic, and a refreshing change from the herd of product advertising today.

Mayur Hola, Executive Creative Director, Contract Advertising, New Delhi, explained, “Tanks, pipes, and drainage pipes aren’t exactly top of mind for people ever. What we’ve done here is to change the conversation of the category. We’ve taken the usual clichés of durability, longevity, strength, etc.. and represented them in a totally new and compelling way. The socially responsible angle presents the case to the consumer in a manner they can’t ignore. It brings the category into the forefront and presents Vectus as a thought leader in it.”

V Bhaskar Preenja, Vice-President, Contract Advertising, added here, “In a category which has dozens of players having identical products, the challenge was to raise the brand above the functional benefits and establish the expertise and credentials of Vectus in the domain. The TVC does just that.”

Ashish Baheti, Director, Vectus Industries, said, “The challenge for us was to leverage our legacy of 25 years in the industry to get a headstart for our flagship brand, Vectus. We wanted Vectus to rise above product features and speak in the voice of a leader – a voice of authority, reason and foresight. We also wanted to reach out to home builders across age groups as well as those from the construction industry with a memorable message, which keeps us on top of their minds.”

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