Watertec has rolled out a campaign, ‘Kick out the ordinary’.

Conceptualised by Chlorophyll, the campaign consists of an ad film. The ad opens with a father struggling to fix a leaking tap while the mother waits in the background, calling out to their son to hurry up as they’re getting late for a movie. The child steps out of his room and says, 'Yeh rukega nahi', to which the father confidently replies, 'Main jhukega nahi', and continues trying even harder to fix the leak. But instead of improving, the situation only gets worse. The child’s excitement fades as he realises they might miss the movie. Portraying the ordinary tap as the 'villain' disrupting plans, the ad concludes with the problem finally being solved - by replacing the old tap with a Watertec tap. 

What we think about it: The campaign smartly uses humour, emotional cues and a touch of melodrama to highlight a very real frustration. The brand positioning is subtle yet strong. 

The film released on 20 November.