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Orchard Advertising conceptualises ‘Chalta Hai ko Chalta Karo’ campaign for Vistaprint
MUMBAI: Orchard Advertising, part of the Leo Burnett Group, has conceptualised and executed the first multimedia campaign of Vistaprint titled ‘Chalta Hai Ko Chalta Karo’.
In the campaign, Vistaprint takes a stand against the ‘Chalta hai’ attitude as it aims to make further inroads in the Indian market.
The campaign delivers the message in a humorous way, ‘that the chalta hai attitude in the print service industry needn’t be the norm and should not be accepted henceforth’.
Orchard Advertising ECD Hemant Kumar Sivan stated, “This was the first time Vistaprint was launching a multi-media campaign, so to create a huge impact with it was of vital importance. The campaign states the problems of offline printing very clearly and positions the brand as the go-to platform that solves these problems.”
It features four films; each stressing on the issues of offline printing and the benefits one can avail with Vistaprint, like choice of designs, on-time delivery, no minimum quantities on customised apparel and quality.
Vistaprint India MD Nilesh Parwani said, “The goal of this campaign was to present Vistaprint as a viable alternative to address some of the prevalent challenges in the existing unorganised print service industry. It took almost two years to get our offering right before announcing ourselves to the market with the #ChaltahaiKoChaltaKaro campaign. I think it’s a very powerful yet simple message that truly captures the Vistaprint promise.”
Orchard Advertising COO Kaizad Pardiwalla added, “Vistaprint is a popular brand internationally and the challenge for us was to make it as popular in the Indian market. To make Vistaprint solutions relevant to the Indian populous, we wanted to peg the communication on the strong Indian behavioural truth of ‘Chalta Hai’. In our lives a lot of people get away with average service under the guise of ‘chalta hai na’. Even in the printing solutions industry, there are printers, who despite their poor service and mediocre printing solutions, dictate terms to consumers. The idea was to highlight this issue by telling stories weaved with humour to move consumers to a better way of printing with Vistaprint.”
Apart from TV, the campaign will cover outdoor, press and digital platforms.
For the record, Orchard Advertising had bagged the Vistaprint account in April 2014 following a multi-agency pitch.