Pune, Sep 03: Racold, India’s premium water heating solutions brand from Ariston Group, with a heritage rooted in Italian design and innovation, is encouraging consumers to rethink how they care for their water heaters with the launch of its latest digital campaign, #BetterServiceThanSorry – Caring Beyond Service. Built around the thought “Have You Looked Up?” the campaign encourages consumers to move from reactive repairs to regular proactive care, helping them maintain their water heaters before problems occur.
The campaign marks Racold’s first AI-led film initiative, using AI-powered storytelling to bring its message of proactive water heater care to life through AI video series. The films highlight everyday situations where water heater maintenance is often overlooked, encouraging consumers to look beyond reactive repairs and adopt regular preventive care. Across the series of its four videos, Racold highlights key water heater care essentials, from safety to performance to energy efficiency and more, urging consumers to “Have You Looked Up?” before small issues become bigger ones.
Water heater maintenance is often overlooked until a breakdown or performance issue occurs. As India’s only brand dedicated exclusively to water heating, Racold brings over six decades of category expertise and is using that experience to help educate consumers on the importance of proactive water heater care. The brand believes the conversation needs to move from reactive repairs to proactive care, helping consumers build better maintenance habits and make preventive care a regular part of water heater ownership. The campaign is a first of its kind in the industry to challenge the conventional approach to water heater servicing and shift the conversation towards proactive maintenance. Through #BetterServiceThanSorry, Racold aims to simplify water heater maintenance and encourage consumers to make regular servicing part of appliance care.
As part of the initiative, Racold’s authorised service experts offer a comprehensive Water Heater Health Check to identify potential concerns before they develop into larger performance or safety issues. The check covers key aspects including electrical safety, heating performance, energy efficiency, and leakage and scale build-up while providing recommendations where maintenance or replacement of components may be required.
The initiative reinforces Racold’s “Your Comfort Your Way” philosophy, highlighting how optimum appliance performance can contribute to greater comfort, convenience and peace of mind. As part of the campaign, consumers can avail themselves of a preventive service visit at Rs. 290, along with 25% off on recommended spares and consumables.
Commenting on the initiative, Mohit Narula, Managing Director, Ariston Group India, said,
“Water heater care is often considered only when there is a problem. But like any appliance that plays an important role in our daily lives, regular attention can help maintain its safety, performance and reliability over time. At Racold, we believe our responsibility extends beyond providing the product to helping consumers understand how to care for it better. With #BetterServiceThanSorry, we want to make water heater care a more informed and conscious part of appliance ownership, so consumers can enjoy greater comfort, convenience and peace of mind.”
The campaign is rolled out across key markets in India through Instagram, Facebook, WhatsApp and targeted digital media, bringing greater awareness to the importance of regular water heater care.