Kingfisher urges 'without filters' friendships

Kingfisher has rolled out a campaign, '#NoFilterFriendships' that aims to celebrate genuine and unscripted conversations among friends. 

 

Conceptualised by Ogilvy, the film encourages individuals to shed pretences and be themselves when connecting with friends to forge meaningful connections that transcend the superficiality of social media. 

 

The film shows a girl joining her gang of friends who are hanging out at a club. She is dropped off at the club by a person whom her friends assume to be her dad, but the truth, that she hesitates to share, is something else. She finally musters up the courage to reveal to her friends that the person whom they mistook to be the 'hot dad' is, in fact, her much older boyfriend.

 

Vikram Bahl, chief marketing officer, United Breweries, said, “Kingfisher has always been a progressive brand, and through this Pan India campaign we aim to echo the tension in the lives of Gen Z audiences, who hesitate to open up freely, fearing judgements from others. This campaign is a celebration of opening up and having judgement-free conversations.” 

 

Harshad Rajadhyaksha, and Kainaz Karmakar, chief creative officers, Ogilvy India said, "For an iconic brand like Kingfisher which enjoys such widespread popularity, the emotion and sentiment of its core audience - Gen Z, needed to be expressed in an entertaining yet meaningful way in the new campaign. Even in today's world where 'sharing' is an accepted way of life for this audience, there are still nuances about their lives they hesitate to express. #NoFilterFriendships was borne from this tension. Among the many stories that we thought of, the one we chose to debut this thought in, carries a little more social currency amongst our Gen Z audience. The story is executed with a light touch and uses all the loved brand elements like the oolalala jingle". 
 

The campaign was released on 15 October across TV, OTT, and social media. 

 

Credits:

Agency: Ogilvy India 

Production house: Bang Bang Production 

Director: Ryan Mendonca 

Digital agency: Foxy Moron