Copyright: DigitalTerminal
The brand’s two new television commercials emphasise the cost-effectiveness of using an Epson printer.
Digital imaging solutions company, Epson, has rolled out the commercials on Indian television, Best Media Info reports. The advertisements, which were “conceived by Bangalore-based OpusCDM and were produced by Mumbai-based Equinox” have been created to promote the brand’s cost-effectiveness, using the viewpoint of a little girl.
In the first commercial, a mother inquires of her daughter if she has a printout of a ticket, and the girl hands her a coloured printout. The mother declares that the use of colour is a waste of money, to which her daughter responds by stating that it cost less than her toffee. She then hands her mother another printout which says she already misses her mother, which brings a smile to the woman’s face.
In the second advert, a father testing out his culinary skills in the kitchen asks his daughter if she has brought a printout of the recipe he is trying. The girl hands him a colour version of the recipe, and her father asks why it had to be printed in colour? The girl responds by telling him it was cheaper than a spoonful of sugar, and they burst into laughter.
By filming the commercials through the viewpoint of an adorable little girl, Epson “aims to target the over-cautious mentality of the audience over using coloured prints” and win them over by comparing the cost of a colour printout to “everyday household products relatable to all of us.”
Commenting on the brand’s InkTank printers, Tushad Talati, Director, Brand and Communication at Epson India, explained, “Epson’s InkTank printers address all the printing needs of home, commercial and office, whether low print volume or high print volume. We hope to make Inkjet InkTank Printers the de facto technology replacing ink cartridge and laser technology in India. More and more families with kids having printing requirements are realising the benefit of InkTank printers over erstwhile cartridge-based models. We have been actively targeting this segment and the penetration is surging. Our previous TV commercial using the character, Keya, resonated extremely well with a wide range of consumers across the country. The simple message – that with Epson you can get the lowest print costs – was easily communicated. The new commercials feature the same character and take a similar thought to the next level with amazing creativity and effectiveness.”
OpusCDM’s Commercial Lead, Pramod Nath, added, “We see this as a continuation of the 2015-16 campaign that received a tremendous response. This time the challenge we took up was a little different, even though ‘lowest print cost’ remained the main underlying message. We made an effort to enter the average modern Indian family, look closer and focus on their everyday needs. Printers are not used on a daily basis, or so the potential consumer believes, which is why they usually step out to take a printout. That’s where we step in and make the printer a part of the family, who you can rely on whenever you need.”
Describing the two commercials, Nath went on to say, “Coming up with two separate films was a deliberate attempt to be at par with the current era of advertising, which reflects the quick-gratification nature of today’s audience. Also, we figured that capturing little emotions separately would help us better represent Epson as a family printer.”