Varuna Pumps, the pioneering pump brand with over 90 years of legacy, wanted to show how they have been helping Indian farmers for decades.
We created empathetic communication of ‘PAANI KA PRESSURE HUM LETE HAI. ’ In 2015, we depicted the plight of most women from rural India who walk 173 km every year to fetch a pot of water. We launched the campaign on the radio as the exclusive medium with the voices of Om Puri and Rohini Hattangadi.
The next year, the concept is carried forward through cinema and television. We launched a two-film campaign on the same positioning RUKMI BAI is one of the films launched across more than 1800 cinema screens on 6th July 2016 during the intermission of the Salman Khan starrer mega blockbuster Sultan. She is seen drawing water from a well amid a vast and arid stretch. We used the late actor OM Puri as the narrator, who explains her plight of having to walk endless miles to fetch a pot of water. Luckily, she finds a right. On reaching home, her husband surprises her by showing the installed Varuna Water Pump.