14th June 2021, Guwahati: AKVO Atmospheric Water Systems Pvt Ltd, the largest AWG manufacturers of the country, strengthened their foothold in the B2C segment, with a breakthrough campaign #OwnYourWater. The pioneering campaign showcases, in a witty way, how water can literally come from thin air. Indeed, when people have their own access to drinking water, they have to be at the mercy of large corporations with deep pockets overcharging them for something that is our basic right. One should not have to keep buying water containers, keep changing filters, keep calling our local shops for a refill every time they are thirsty. It is time to change the system, so the next world war is not fought for man’s most basic need. It is time to de-commodify the world’s biggest commodity.
Elaborating about the campaign, Mr. Navkaran Singh Bagga, Founder and CEO AKVO Atmospheric Water Systems Pvt Ltd stated, “Through this campaign we wanted to send out a simple yet strong message of #OwnYourWater. In India, less than 50% of the population has no access to safe drinking water and about 200,000 people die every year for the lack of clean water. Half a billion of the world face severe water scarcity all year around. The fact that drinking water is soon going to be a scarce resource is not new information anymore. AKVO Atmospheric Water Generators are the solution to the problem. These machines work on a simple plug and play method and consumes one unit of electricity to run for an hour. AKVO uses a powerful proprietary organic filtration process that outputs pure drinking water that contains no harmful chemicals, bacteria, viruses or pesticides. The water collected from the AWG is almost distilled in its collection stage and then minerals are added to the water in the machine itself to make it reach recommended drinking standards. It is time to reduce our dependency on groundwater, bottled water or paying in any form for man’s basic need. We aim to make everyone water independent and change the system. When I was looking for partners for the second phase of our growth, the ideas from The Voice Company really stood out in how simple they were, and how interesting, from a content perspective.”
The creative mandate has been given to The Voice Company, a hybrid advertising and content agency based out of Gurgaon for its phased-out launch. The Voice Company, founded by Bodhisatwa Dasgupta in 2020, specializes in creating voices for emerging brands, through various mediums. The company has worked closely with Milkbasket, ibis Hotels, MG Motor, Fahrenheit, Crossbeats and a few other accounts.
Bodhisatwa Dasgupta, Founder and Intern, The Voice Company further added, ‘What really stood out for me was the technology AKVO had built. It was something straight out of a science fiction movie. The films sort of wrote themselves. I am happy that the films have gotten the traction we hoped they would, and the enquiries are beginning to pour in. With the great collaboration of The Hip Element who are revamping the website and the lovely people at DhikChik Productions who turned around the films in record time, I think we have a nice little launch planned.’
Rationale behind the campaign:
Sometimes, the technology itself is the idea. So, the fact that one could get drinking water from thin air became the visual hook for the entire campaign. More often than not, it’s the simplest of stories that connect with people and that, pretty much is where the campaign was born.
Objective of the campaign:
The objective was very clearly to educate people about this revolutionary technology, to have AKVO in the consideration set of people wanting to make a change from water cans to something that they could own.
Approach:
All that had to be shown was the fact that there was drinking water present in the air. The stories wrote themselves.
