In India, Philips makes lighthearted pitch for pure air

Video makes parents think twice about what their children inhale

MUMBAI — Philips Air Purifier takes a whimsical approach to indoor air pollution in a new ad campaign created by BBH India.

A toddler in a crib sneezes, bringing a smile to her father’s face — and a worried expression to her mother’s, as she envisions her daughter sneezing her way through life. The mother snaps back to the present, determined to clear the air for her child.

"As one of the pioneers in introducing air purifiers to the Indian market, we at Philips have taken the initiative to raise awareness about indoor air pollution and its threats," said Jayati Singh, business head, health and wellness and air, for Philips. "This simple and catchy campaign is designed to bring to notice the hidden or unnoticeable pollutants at home which, if not addressed in a timely manner, could impact our wellbeing. The idea was to communicate this without scaring people yet call out the problem and its solution in a simple identifiable manner."

The campaign will comprise digital, outdoor and print elements.

Credits

Business head – health and wellness and air
Creative agency
Creative partners
Head, planning
Strategy director
Managing director
Business director
Head, production
Executive producer
Production house
Director (film)
Producer
Executive producer
Music director