Description
The brief was simple, drive Kitchen appliances like Kettles shopping on Instamart. But simple briefs require bizarre solutions. So, we created a bizarre world where behind a jewelry store, hidden is a Japanese hamam, like any customary gesture to offer tea/ coffee to their customer, our sales woman just nonchalantly ask two Japanese in the hamam to simply pass on some hot water. Then we reminded people that having a japanese hamam was impossible. But having a an electric kettle delivered was Insta-possible. Underplayed performances and sharp, meme-esque storytelling made it land, delivering a 3.25% CTR, 10.7M impressions, and a ~30% GMV spike in home appliances. It didn’t preach. The ad worked because it didn’t try hard. It just unfolded, like the best, most viral reels in the world do.
