Badal Dalo aims to change the existing perceptions about home linen and flooring categories, drive brand salience and expand Welspun’s domestic market footprint.
Welspun India Limited’s leading domestic brand, Welspun, has announced the launch of its new campaign Badal Dalo, which aims to change existing, deep-seated perceptions about the home linen and flooring categories. Leading this campaign is the Bollywood legend, Amitabh Bachchan, who is roped in as the brand ambassador for Welspun.
The Badal Dalo campaign highlights Welspun’s home linen products that aim to challenge the status quo, and offer easy and convenient solutions at affordable prices. Despite facing problems like colour bleeding of bed linen, the roughness of towels post-wash, the tedious washing process, etc., consumers are habituated to buying the same products and are often faced with the challenge of having access to a reliable solution at a great value. Taking cognizance of the need to engage with consumers to change their entrenched behavioural patterns, Welspun has launched this campaign, whereby it urges people to evolve their views and purchase habits.
Conceptualised by Leo Burnett, the campaign kick-starts with two TVCs starring Amitabh Bachchan. In the first TVC, he plays a dual role. It displays the first character stepping out of a shower in a thin bathrobe and holding an ordinary towel, still drenched. The second, more geeky character switches on multiple fans to completely dry him up while simultaneously saying that one simply needs to change their towel to Welspun which is 100% cotton, super soft and long-lasting with a ‘Jaldi Sukhe, Jaldi Sukhaye’ promise. The second TVC for Welspun’s innovative product, the reversible bedsheet is slated to go live in the last week of September.
Commenting on the campaign, Dipali Goenka, Jt. Managing Director and Chief Executive Officer, Welspun India Limited said, “Welspun, with its proclivity to innovate, aims to revolutionize the home textiles and floorings industry with its unique products. Through our ‘Badal Dalo’ campaign, we are trying to break various pre-conceived notions and myths that plague the categories, and drive behavioural change.”
“We are delighted to bring Amitabh Bachchan on board as the brand ambassador. As we plan to create deep inroads within the Indian markets, we are confident that our association with the Bollywood stalwart, with his credibility and vast consumer reach and connect, will help drive greater brand resonance thereby fortifying the brand’s foothold in the industry,” she adds.
Speaking on the campaign, Rajdeepak Das, Managing Director India and Chief Creative Officer Leo Burnett South Asia said, “The Badal Dalo campaign is based on the insight that currently in the value-driven home textile market there is a huge gap between pricing and quality. With their latest offering, Welspun plans to make quality home textile affordable and available to the mass market. When it comes to trust and credibility, few personalities have as much clout as Amitabh Bachchan making him the perfect fit for our campaign and helping us connect with a wider audience.”
The campaign will be running across television, print, digital platforms and OOH to connect with customers across the country. After achieving success globally, the home textile is now focusing on the domestic market by making quality products equipped with the latest technological advancements, beginning with the Quik Dry Towels and Reversible bed sheets. With these innovative products, the textile major will fight the myths and habits that cloud the two categories and bring the utmost value to all the customers.
Creative Agency: Leo Burnett
Writer, Co-director & Executive Creative Director: Pranav Harihar Sharma
Senior Creative Director: – Virendra Tivrekar
Associate Creative Director: Vivek Kaul
Creative Team: Anupam Menon, Gayatri Gulekar, Kshitija Pradhan, Rachika, Ajit Rakhade, Rohan
VP & Business Head: Pooja Mehta
Brand Services Director: Ashupeet Khullar
Brand Services Associate: Meghna Rastogi, Zeenia Kharas
Production Company: Prodigious
Director: Viveck Daschaudhary, Pranav Harihar Sharma
Executive Producer: Chahna Rupani
Producer: Keyur Gutka
Associate Producer: Apratim Bhatnagar
Offline Editor: Jayant Tiwari
Online editor: Vinay Amin
Music Director: Hanif Sheikh