Families morph into Yamraj’s clan, fishmongers, and ghosts until Exide steps in to save the day.
Power cuts have the ability to turn calm, collected households into scenes of absolute chaos – and VML India has captured that perfectly in its latest campaign for Exide Inverter Batteries.
The three-film campaign cleverly dramatizes the impact of power and inverter failures. In one spot, a family morphs into Yamraj’s clan as the heat becomes unbearable. Another sees the home turning into a noisy fish market, while a third transforms it into a haunted house – all until Exide’s inverter battery swoops in to restore normalcy.
“With advanced PLEX technology and a 100% copper transformer, it’s designed to take the load and keep your life running smoothly, no matter what,” reads the brand’s YouTube note, positioning Exide as the ultimate savior during outages.
The campaign’s insight – “you become something else when X happens” – nods to iconic global work like Snickers’ “You’re Not You When You’re Hungry,” adding a fresh, localized twist that makes the message both relatable and memorable.
Credits:
Client: Exide
Brand: Exide Home
Agency: VML India
National Creative Director: Arjun Mukherjee
Senior Creative Director: Anurag Acharya
Creative Director: Sourish Mitra
Senior Copywriter: Asmi Mitra
Managing Partner: Ayan Chakraborty
Client Servicing Director: Sreemoyee Chakraborty
Account Executive: Sulagna Mukhopadhyay
Production House: Sureshot Productions
Executive Producer: Arindam Chakraborty
Director: Vivek Dubey
DOP: Anurag Solanki
Music Director: Aman Pant
First AD: Sahil Anant
