ECE Elevators, part of the Birla Group, has rolled out an ad campaign comprising four witty short films. These films not only highlight the brand’s expertise in comfort, sustainability, and aesthetics but also bring a quirky, relatable charm to the typically low-key world of elevators.

The campaign takes a playful dive into how ECE Elevators promises to make life’s ups and downs a seamless experience with their range of smart, safe, and sustainable solutions. Each short film serves up a slice-of-life story with a delightful twist, ensuring the audience gets the message without missing a chuckle.

The Four Stories

• Smooth Rides, Always: A talented waiter expertly balances multiple glasses while gliding between floors in an ECE elevator, to show its ride stability and comfort.

• A Smart Investment: With a touch of humour, the second film shows ECE Elevators as a long-term asset, because while everything else ages, these elevators remain a symbol of peace of mind.

• Heartbreak-Proof, Well Almost: The third story uses a romantic breakup to underline a key promise: ECE Elevators may prevent lift breakdowns, but sadly, they can’t save relationships.

• Art Meets Aesthetics: The final film features an artist so engrossed in painting a masterpiece that he fails to notice frustrated passengers waiting outside, a cheeky nod to how ECE combines beauty with functionality.

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The campaign was brought to life by BEI Confluence in collaboration with Framera Productions, blending creative storytelling with ECE’s core values.

Anita Dobhal, Marketing Head at ECE Elevator, informed that these films aim to celebrate ECE’s rich heritage while connecting with younger generations in a fresh, engaging way. “It’s about celebrating our iconic past i.e. “Bhool Na Jana” while inspiring the modern audience to connect with the quality, safety, and excellence ECE Elevators stands for.” she added.

Rumpa Gupta, Associate VP at BEI Confluence, admitted that elevators don’t often spark excitement, so they wanted to inject a little fun and relatability into the messaging. Each film speaks directly to both commercial and residential audiences while keeping it light-hearted, Gupta added.

Devraj Roy, Creative Director at BEI Confluence, informed that they aimed to break the mould by presenting ECE’s standout features in a format that’s fun, shareable, and appeals to a younger crowd.