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EBM’s Cake Up tells a story of ‘real goodness’

Ogilvy India, in association with Ogilvy Pakistan, has crafted a heart-warming story for the launch of Peek Freans ‘Cake Up’. The TVC tells a story of a working mother who finds a unique way to create a real connection with her son

Click on the Image to watch the TVC.

English Biscuit Manufacturers (EBM), Pakistan’s leading brand of biscuits, has stepped into a new food category with the launch of ‘Cake Up’.

Ogilvy India, in association with Ogilvy Pakistan, has crafted a heart-warming story for the launch of Peek Freans ‘Cake Up’. The commercial has already garnered over 10 million combined views, in just a week, across social media platforms.

The range of cupcakes comes in four exciting flavours with a luscious centre filling of real strawberry pulp, caramel and cocoa.

Sukesh Nayak

Sukesh Nayak, Chief Creative Officer, Ogilvy West, said, “Our products are filled with real goodness and so is our life. To launch the ‘real goodness’ platform, we chose to tell a story of a working mother who finds a unique way to create a real connection with her son. A connection that leaves a lasting impression.”

Talking about the collaboration on this particular ad and how it came to be, Nayak said, “Ayesha Janjua, the marketing head of EBM (promoter of Peek Freans Cake Up), was the marketing head at Shan Foods when we made two very successful ads for them and when she moved to EBM, we just wanted to continue the relationship. We are really glad that we did.”

Ayesha Janjua, Head of Marketing, EBM, said, “With this thematic campaign, we will establish our position in the consumer’s mind as being bigger than just a sweet snack. Peek Freans Cake Up will become the catalyst for starting real conversations with the people we love, who sometimes in our busy lives, we forget to appreciate or communicate with, in a meaningful way. Every moment counts, and when it comes straight from the heart, that moment becomes a lifelong memory to be cherished.”

The campaign is being supported through print, outdoor, activation and an extensive digital leg.

The TVC:

Credits:

Ogilvy India   

Chief Creative Officer: Sukesh Nayak

Vice-President: Nikhil Mohan 

Creative Team: Kunal Sawant, Chandni Kapur

Account Management: Supriya S Venkittathodi   

Account Planning: Vipasha Bhuptani, Nadia Miranda

Ogilvy Pakistan   

General Manager: Naved Qureshi 

Production House: Curious

Director: Vivek Kakkad

Client: EBM (English Business Manufacturers)

Head of Marketing: Ayesha Janjua

Category Manager: Saadi Mansuri 

Info@BestMediaInfo.com

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