What3words, a location-based technology app, has rolled out its first TVC for the Indian market that has been conceptualised by Famous Innovations.
The app looks to divide the world into 3m x 3m squares to help users find precise addresses.
The film for the brand features actor Vijay Raaz. It shows him speaking to a person who is delivering him a suit and keeps asking him 'tu kidhar hai' (where are you). The conversation goes on and on, but the delivery person struggles to understand the address Raaz is referring to and lands up at a different location. Raaz finally uses what3words and gives the delivery person his location, which is found easily by the latter.
Giles Rhys Jones, CMO, what3words, said, "India is an incredibly exciting market for us. It’s a country that welcomes innovative technology and is driven by a desire to get ahead. This fun and insightful campaign perfectly demonstrates addressing challenges that people and businesses face everyday and how what3words can make knowing exactly where, simply simple.”
Raj Kamble, founder and CCO, Famous Innovations, said, "We started with the simple observation - addresses in India are long and complicated - and sought a way to dramatise the same. Vijay Raaz's authentic delivery of anger, his raw rap and Kolkata's cacophonous complexity creates an endearing confusion that we feel will introduce the brand to consumers in a very relatable and memorable way. We have all been that person at some point, barking impossible addresses to someone on the phone. We tried turning that everyday occurrence into an entertaining piece of content, finally landing on the simple solution that is what3words."
The campaign also consists of OOH, radio/audio, print, digital, PR and influencer marketing.
