ECE Elevators, part of the esteemed Birla Group, has rolled out a dynamic new advertising campaign comprising four creative short films.
These films are designed to showcase the brand’s dedication to seamless rides, durability, reliability, and visual appeal. By combining humor and relatable scenarios, the campaign effectively communicates how ECE Elevators enhance daily life with their state-of-the-art technology and customer-first approach.
Each of the four films focuses on a unique aspect of ECE Elevators’ offerings: smooth operations, extended lifespan, zero breakdowns, and stylish designs. The narratives are crafted to be both entertaining and thought-provoking, incorporating unexpected twists that leave viewers with a smile while emphasizing the elevators’ unique qualities.
In the first film, the spotlight is on the stability and comfort of ECE Elevators, as a waiter gracefully maneuvers between floors without spilling a drop from his loaded tray. The second story highlights the longevity of ECE Elevators, portraying them as a sound investment for both residential and commercial properties through a quirky and memorable narrative.
The third film brings humor to the forefront, exploring the dependability of ECE Elevators with a lighthearted take on romantic relationships—illustrating how their lifts never break down, even if hearts sometimes do. The final film turns its attention to aesthetics, showing a focused artist so engrossed in painting that he overlooks the impatient passengers waiting outside the beautifully designed elevator.
ECE Elevators partnered with BEI Confluence and Framera Productions to bring this innovative campaign to life. Through witty storytelling and engaging visuals, the campaign connects with today’s audiences, especially younger generations, ensuring the brand remains relevant and memorable.
Anita Dobhal, Marketing Head at ECE Elevators, elaborated on the campaign’s intent:
“Our vision is to blend our rich heritage with contemporary storytelling that resonates with future buyers and Gen Z. These films not only highlight the quality and safety that define ECE Elevators but also serve as a fun reminder of the everyday role elevators play in our lives.”
Adding to this, Rumpa Gupta, Associate VP at BEI Confluence, remarked:
“We wanted to creatively communicate the brand’s strengths while keeping the content lively and relatable. These films aim to leave a lasting impression on diverse audiences, from homeowners to business stakeholders.”
Breaking away from conventional elevator marketing, Creative Director Devraj Roy shared his perspective:
“The elevator industry often flies under the radar. Our goal was to disrupt that narrative with a campaign that’s both engaging and fresh. By focusing on human stories that highlight ECE’s innovative features, we’ve created a campaign that’s not just informative but also highly shareable.”
With two films already live, the campaign has received enthusiastic responses, drawing attention from industry experts and consumers alike. By transforming a typically low-profile industry into a topic of interest, ECE Elevators is setting a new standard in how brands connect with their audiences.
As the campaign gains momentum, ECE Elevators continues to strengthen its position as a leader in the elevator industry, reinforcing its promise of safety, style, and reliability at every step of the journey