Everest recreates Irish charm for Parle's Londonderry
The objective of the TVCs is to create clutter-breaking communication and register the new candy brand's identity in consumers' minds
BestMediaInfo Bureau | Delhi | September 10, 2012
Londonderry, the latest offering from Parle Products, is an exquisite hardboiled candy filled with rich caramel and milk solids. Parle has launched the Londonderry candy to tap the Lacto candy market in India. The objective of the three TVCs conceptualised by Everest Brand Solutions was to create clutter-breaking communication and register the new brand's identity in consumers' minds.
Londonderry's appealing packaging in red with the Londonderry town snap on the face makes it a distinct, premium offering in the cluttered candy market. It is priced at 50 paise and comes in a convenient pillow-pack, targeting a wide consumer segment ranging from kids and youth to families. The brand name is inspired from an actual town in Ireland.
Amit Thakur, Product Manager, Parle Products, commented, “We wanted to portray Londonderry as a premium candy having an international appeal to the consumers. This entire category is cluttered, so we wanted to break away from the regular creative and showcase something edgy, classy and visually engaging specially for the kids and teenagers.”
The three films are inspired by the rich English-Irish culture of the Irish town of Londonderry. Everest has captured the old world charm of this city in the TVCs through three magical executions. Rahul Jauhari, National Creative Director,Everest Brand Solutions, said, “The brief was to position Londonderry as a premium candy. We created stories around this Irish town of Londonderry which was witness to some amazing things, but where the most amazing of them all was the candy itself.”
The TVCs have captured the imagination of the masses by doing something simple yet fascinating. The viewers get transported to this amazing town which is full of sweet wonders, whether it is a dancing cow, a painter who paints with his beard or a kid with a special talent for fast reading. But that's not what Londonderry is famous for. It's famous for its rich milk and caramel candy – 'Londonderry. Tasty. Very, very.'
Jauhari added, “The vision was to craft the brand as an international one. I'm pretty happy with the way our team has managed to achieve that. Kids are loving the films. That's good enough reward for the hard work that's gone in.”
Pramod Sharma, Creative Director, Everest, added, “The films are part real, part magical. Bringing these stories to life was a real challenge, especially in a timeframe as short as 25 seconds. The cast, location, the setup, the animation – all were chosen very, very carefully. Peter Pasic and Ricky Kapoor's team did a fine job of making sure everything fell into place just right.”
There are three films in the series are Dancing Cow, Beard Painter and Library. The Library film will be released at a later stage of the campaign.
The TVCs:
Credits:
Agency: Everest Brand Solutions
Client: Parle Products
Client Team: Mayank Shah – Group Product Manager; Amit Thakur - Product Manager; Rahul Ramachandran - Dy Brand Manager
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