Mumbai: German home appliances company Bosch on Wednesday launched a digital campaign titled ‘Zero Effort, 100% Drying’. Highlighting the benefits of the brand's automatic dryers, the quirky campaign shows how basic household chores like drying can be automated and made easier.

Conceptualised and executed by Taproot Dentsu, the ad film showcases an urban couple's day-to-day ordeal of drying clothes manually. Bosch dryer comes to the rescue and effortlessly saves the day.

“We wanted to find an endearing narrative for Indian couples that helps them realise a bitter truth – till the time you don't get a dryer, you are the dryer," said Taproot Dentsu executive creative director Yogesh Rijhwani. "To make a case for automated drying, we tapped into our collective memories to find the most relatable experiences we could, including the recent experiences from two lockdowns and many Mumbai monsoons."

“We are thrilled to launch our first ever dryer campaign in India, showcasing the Bosch range of dryers which requires minimal efforts and provides better drying," said BSH India CEO & MD Neeraj Bahl. "Our objective is to focus on the lifestyle and convenience benefits that the category can deliver and closely analyse the mind shift."

“The demand for premium products in India is increasing and we are looking forward to the vast possibilities for dryers in India and hope to replicate the global success of the category in the country," he added.