Paper boat encourages people to sweeten their memories

Conceptualised by Toko Innovations Studio, Paper Boat's new 'Postcard' campaign helps consumers revisit their past and reach out to the people who made them what they are today

Aahiri Ghosh Dastidar | Delhi | November 4, 2014

Click on the image to watch the TVC.

Paper Boat, the maker of fun beverages, has launched a campaign wherein replicas of post-boxes are placed in office canteens all over the country, along with 'gift postcards' designed by the folks at Indian Postal Service. Paper Boat, through its TVC, is urging people to write letters to their fathers and drop them in the post-boxes provided, and also promises to deliver these letters. The campaign has been conceptualised by Toko Innovations Studio.

The TVC depicts fond memories of the protagonist's childhood – playing cricket with friends, eating watermelon and spitting the seeds out, lest a watermelon tree grows inside, drawing houses with mountains as the backdrop , playing with orange peels and such, as the voice-over says, 'baachpan- everything was fun, sivaaye papa ki daant.' The TVC shows the boy's father scolding him when he is seen wasting time, drinking cold water soon after playing, using hair gel, watching too much TV and waking up late. The boy is then shown as a young man working in another city. Instead of his father, his boss now scolds him. A song 'mujhe yaad hai' plays in the background as the protagonist reminisces his good old days. One day, he notices the post-box in front of his office and decides to write a letter to his father, thanking him for making him what he is now. The father is deeply moved when he receives the letter. The TVC ends on an emotional note as the father calls his son up to let him know that he received his postcard.

Neeraj Kakkar

Neeraj Kakkar, Chief Executive Officer, Hector Bevarages, said, “Every once in a while, we like to do things that remind us of the days gone by. Not to lament about the present, but to revisit the past as a friend. The activity, this time, is about our fathers. Currently, we have received tremendous response on social media for the campaign, and we plan to spread awareness across the country."

Aditya Mukherjee, Director, Toko Innovations Studios, commented, “We approached this campaign with two things in mind – one, it should be authentic, something that strikes a genuine emotional chord with the customer; second, it should be participative, and not just a one-way street. This drove our idea of a marketing campaign based on postcards, which customers can send to their loved ones and reach out to their childhood memories and the people in those memories. We reached out to India Post, and they were very helpful and excited, and they made special Meghdoot postcards for the campaign, based on the father-child relationship. This, after discussions with the Paper Boat team, we felt, is perhaps the relationship that is most ignored in our lives when we grow up. We love our fathers, but there is a wall between us. We wanted to help cross that wall, and recreate our relationship with our fathers. That is what the video is about – an attempt to really show how beautiful the relationship with your father is, and to move the audience to action so they recreate that.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Toko Innovations Studio

Creative Team: Aditya & Arnav Mukherjee

Production House: Grv Films

Director: Gaurav Panjwani

Assistant Directors: Aishwarya Sethi & Nupoor Bansal

Screenplay: Dinkar Sharma

Music: Aditya Agarwal

Editor: Gaurav Panjwani

Cinematography: Vishal Tejwani & Karan Khera

Executive Producer: Saurabh Giri

Line Producer: Tapesh Gautam

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