Top Ramen: Drawing connect between 'more masala' and Olympics
Conceptualised by Dentsu Communications, the 25-second TVC features its brand ambassador and Olympics participant Saina Nehwal
BestMediaInfo Bureau | Delhi | July 27, 2012
Cashing in on the Olympic fever, Top Ramen has launched a new TVC featuring its brand ambassador Saina Nehwal. The 25-second TVC, conceived by Dentsu Communications, went on air on July 25, 2012. The campaign aims to mark the launch of '20 per cent More Masala' variant of Top Ramen. The TVC also leverages the fact that its brand ambassador Saina Nehwal is participating in the Olympics. In order to marry the theme of the Olympics, and the new variant launch, the approach was simplified in one line “Add more masala to the game.”
It features the partnership of Saina Nehwal and Top Boy, who is Top Ramen's playful character. The campaign features the game of badminton, and also has a topical flavour, with the Olympics. The spirit of the game and the promise of 'More Masala, More Mazaa' has been captured in the new packaging.
The brief was to keep intact the context of the Olympics, to launch the new 20 per cent more masala variant, and drive it through the 'chota' (small) pack, while drawing a connect between 'more masala' and the games.
The commercial opens with Saina Nehwal winning a point during a tense badminton match. The crowd, however, is passive and there is muted applause. Saina urges the crowd to liven up, but to no avail. That is when she decides to add more 'masala' to the game, and calls on her partner, Top Boy, who whips the new Top Ramen with '20 per cent more masala, more mazaa!'. He treats the crowd to Top Ramen, thus, adding more mazaa to the game. The bland crowd transforms into a colourful, vociferous, masaaledaar crowd with Indian flags everywhere, loud Indian music, a bhangra troupe, and colourful fans! The cheer of 'Saina, Saina!' fills the air, and the film ends with Saina winning the match and the crowd holding up a banner that says 'Be the champion'.
Ashwin Parthiban, ECD – South, Dentsu Communications said, “The highlight of this project was the transformation of a dull, bland audience into true Indian fans. It leaves a strong visual imprint on the minds of the viewer. The commercial beautifully communicates 20 per cent 'more masala, more mazaa' through an interesting scenario that features India's badminton sweetheart Saina Nehwal. It also leaves with a feeling of supportiveness for the Indian contingent at the Olympics.”
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