Creativeland Asia Adds Mother's Love In New Hippo TVC

Parle Agro's campaign marks the launch of Hippo's new variant Round-Round munchies.

Hitesh Ranot | Delhi | January 17, 2011

'Nobody cares the way a mother does, especially, when it comes to eating. But at times when a mother can't be around to feed her children, someone else needs to.' Creativeland Asia underscores this simple truth in their new TVC which launches Hippo's new variant Round-Round munchies which comes in six regional flavours.

Parle Agro's Hippo Round-Round munchies are available in some of India's favorite regional flavours like the Gujarati Mango Chutney, Punjab da Pickle, Goan Butter Garlic, Shillong Noodle Masala, Firangi Cheese'n' Spice and Tanjore Tangy Sambhar. In other words, in flavours a mother would passionately prepare. Hippo Round-Round is the first ever wheat-based, round-shaped snack and is available in packs of Rs.5, Rs.10 and Rs.20.

Like in the previous Hippo commercial, the film is seen through Hippo's trademark perspective. Hippo now advances in his philosophy; charming the audience with mother-like care. Reaching out to all those who miss home and long for its essence, Hippo offers them munchies in regional home-made flavours, much to their delight.

So when Hippo notices a Meghalayan boy left unattended in a hospital far away from home, Hippo offers him 'Shillong Noodle Masala' flavoured munchies. Hippo even pampers the boy, bathes him and puts him to bed like his mother would and leaves behind a pack of munchies for him. Likewise, Hippo attends to and cheers up a few soldiers at the border with 'Punjab da Pickle' munchies and makes a foreign tourist, who seems to be lost in a town, feel at home with 'Firangi Cheese'n' Spice' munchies. A heart-warming sequence of mothers from different regions of the country shows them preparing munchies. The mothers chop vegetables, pound spices and taste the munchies, before packing them and handing them over to Hippo. Hippo then sets off on his hunger-fighting expedition.

Shedding light on the thought behind this TVC, Sajan Raj Kurup, Founder and Creative Chairperson, Creativeland Asia said, "We decided to position the popular regional flavours of Hippo Round-Round Munchies as 'maa ke hathon se bane flavours' rather than just doing one of those regional stereotypical numbers. This charming piece of communication is born out of the unconditional love we have for home made food in India and the universal truth about mother's care and concern. It is blissful to watch and is really close to my heart."

Commenting on the TVC, Nadia Chauhan, Joint Managing Director, Parle Agro, said, 'With this communication, Hippo also encourages snacking to be taken as a way to keep in touch with one's roots. Hippo, with its 'food for thought' not only tempts the Indian palette with its unique regional flavours, but also strengthens its position as the solution for both hunger and its consequences.'

The commercial's background score is a happy and heart-rending track titled “Maa, meri maa”, sung by Mohit Chauhan, of Silk Route fame. Conceptualized by Creativeland Asia, the film has been directed by Ram Madhavani and produced by Equinox Films. The commercial has been released in over six languages. The creative team that has worked on this campaign includes Sajan Raj Kurup, Vikram Gaikwad, Anu Joseph, Huzefa Kapadia and Maria Iqbal, while Jay Gala managed the Account.

'Hippo think mumma's food work wonders! It inspire Hippo to make munchies in mumma's special flavours. So, Hippo go to places and offer munchies to people who miss their mumma and her love,' beams an earnest Hippo explaining his philosophy.

Hitesh@BestMediaInfo.com

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