Symphony has rolled out a campaign, introducing the brand's new range of water geysers.

Conceptualised by The Womb, the campaign comprises a film. The ad follows the hairfall story of Iyer brothers from 1970. The three brothers had long voluminous hair in 1970 but they started facing hair loss issues and today they have almost gone bald. With the hard water causing hair fall, the brothers are then introduced to Symphony's newest hair fall control geyser- Symphony spa, which helps convert the hard water to soft and resolve the issue of hair fall.

What we think about it: Taking the humourous route, the ad addresses the problem in a creative manner. The film introduces the brand's newest offerings aptly and the relatable execution is expected to create deep resonance with the target audience. 

Anuj Arora, global chief marketing officer, Symphony, said, “Entry into the geysers category was an exciting challenge for the entire Symphony team. We knew we needed a differentiated product benefit to be able to command a premium. But we did not just stop at the benefit, the product we designed is also aesthetically superior and laced with smart technology to appeal to modern Indian homes. A new launch always comes with a mixed bag of emotions and we are excited to see this campaign hit the market and do well with consumers. Symphony has been on the hunt for a strategically rooted and creatively exciting partner. Our first engagement with Womb was for last summer’s cooler campaign, after its success team Womb, has delivered as expected with the geyser launch as well.”

Dhaval Jadwani, COO, The Womb, said, “When Anuj and the team approached us with the product concept, we knew we had a winner! A geyser that can convert hard water to soft water is bound to have takers. It was, however, important to ensure that the consumer sees both the benefit and value in these premium geysers. Research, intuition and observing people around us give the answer. Most Indian men and women are facing hair loss at an early age due to diet, stress, pollution and many modern lifestyle issues. However, an unnoticed suspect of hair fall is hard water. We kept this very insight at heart while developing our strategy for Symphony – The hair-fall control geysers.”

The film was released on 20 November, 2024.