AutumnWinter Communications wins creative duties of Spherehot

Spherehot is the range of water heaters from Gentrust Consumer Durables.

AutumnWinter Communications and Design has bagged the creative duties of Gentrust Consumer Durables' Spherehot range of water heaters. The agency is currently working on the brands' new line of products, while an ATL and BTL campaign is also underway for the same. Until now, the company has been focussing on water heaters and small home appliances, and is now set to launch a new category of products under personal grooming, with the tagline 'Really Really Hot'.

'Trusted For Generations' is the old tagline on which it has established itself over the years; but, somewhere, the need to connect with the changing consumer tastes and preferences led them to come up with a more catchy and contemporary one. Talking about the change in positioning, Pranav Parikh, partner and promoter, Spherehot, says, "Consumers, today, have an international exposure to things around them and want to experience the same look and feel in the products that they use. Hence, we has decided to add an aspirational value to our existing as well as new range of products (in the personal grooming category), besides the attribute of functionality."

The new product range will include appliances such as hair dryers, hair irons, epilators, hair straighteners and trimmers, among others. The target group for this new range is men and women in the age bracket of 20-45 years. The aim of the exercise is to impart an international look to the products while still keeping the prices affordable. From just water heaters to small appliances such as toasters, blenders, mixer grinders etc, and now the personal care segment, the company seeks to expand its product line-up on a continuous basis. Not only product expansion, but also working on regional publicity is what the company is looking at right now. Currently, it intends to publicise its products through print and social media in the western region where the company has a huge consumer base.

Commenting on the mandate win, founder and executive creative director, AutumnWinter Communications and Design, Karan Rawat, says, "It's one of the oldest brands in India. It's been there for almost 85 years now, there is a legacy and hence, we are extremely excited and honoured to have this prestigious business with us. Along with heaters, the brand is also moving into the consumer durables / home appliances category which is vast. Taking their existing philosophy into the modern era, we've come up with a campaign that gives the brand a fresh look and communication that meets the values of the modern consumer, starting with a change in tagline - from 'Trusted For Generations' to 'Really Really Hot' - which is both smart and memorable, and also reflects the quality (hotness) of the products."

Pradeep Tandon, chairman, operating council and advisory board, Spherehot, says, "Our philosophy has always been to provide the best for our customers, so this is the natural next step for us - to adapt to the changing needs of the new-age consumer. We couldn't think of a better way of doing that than with a whole new range of exciting, fresh products, and a creative partner who reflects our approach."

Adds Parikh, "As a business, you have to keep looking forward. That's exactly what we're doing with this launch as well as partnership. We're looking to build a successful future on the foundations of our existing principles."

Gentrust Consumer Durables has been the pioneer of water heating products and systems, redefining industry standards by continually boosting both aesthetics as well as performance of their products. The company is now venturing into the complete range of home solutions, including blenders, irons and food processors, amongst others.

Founded in May 2014, AutumnWinter Communications and Design is a creative and communications agency located in Mumbai. Its clientele includes brands such as Integriti Clothing, Integriti Deodorants and the entire range of personal care, Lawman Pg3 and the entire range of personal care products from the KKCL (Kewal Kiran Clothing), Peppermint Clothing (kids wear for girls), ADDONS accessories, bags and shoes for women and men.