The products made by Kirloskar work behind the scenes, but the message is they make life better.

Kirloskar, one of the largest diversified engineering conglomerates in India, has recently launched a campaign, conceived by Lowe Lintas. The B2B company, a background player in everyday life, aims to show how the products they produce touch millions of lives, cutting across sectors and geographies.

Kirloskar, which is active in EMEA, SA, and SEA markets had the need to go beyond saliency and create affinity because its products are almost always out of public view.

“Almost all the Kirloskar products are intermediate and hence one might not ever get to see one working,” said Madhav Chandrachud, President, Kirloskar Proprietary Limited.

“With its wide range of engineering products, it’s critical that communication is humane enough for a wide cross-section to relate to and emotionally connect with the brand. That too without being burdened with the complex product stories. We are happy to have Lowe Lintas, a like-minded agency partner us shoulder the brand custodianship by handling the brand communication seamlessly for the past many years.”

The ad features smiling families, friends, and individuals without focusing much at all on the machines or products that Kirloskar creates. The idea is simple, these products make your life better. They make you smile, often times whether you know they’re helping you or not.

Kirloskar, one of the largest diversified engineering conglomerates in India, has recently launched a campaign, conceived by Lowe Lintas. The B2B company, a background player in everyday life, aims to show how the products they produce touch millions of lives, cutting across sectors and geographies.

Kirloskar, which is active in EMEA, SA, and SEA markets had the need to go beyond saliency and create affinity because its products are almost always out of public view.