The TVC, conceptualised by Publicis India, highlights the thought that young people today are very comfortable with the sentiment that 'what's theirs is theirs'
The TVC, conceptualised by Publicis India, highlights the thought that young people today are very comfortable with the sentiment that 'what's theirs is theirs'
BestMediaInfo Bureau | Mumbai | September 30, 2014
Rajhans Group has entered the Indian market with its premium luxury Swiss chocolate brand Schmitten. On the back of its maiden entry, it has also launched a new television campaign, conceptualised by Publicis India, featuring Bollywood actor Priyanka Chopra.
The agency worked on the simple insight that chocolate is not something we have ever wanted to share, it's a private pleasure. However, most chocolate brands in our country have been expressing it as a thing to share. Schmitten has touched upon this simple truth and gone on to actually make sharing a crime. According to the brand, the rich indulgent chocolate, with different combinations of fruits, nuts and other flavours, is sure to tickle the taste buds of even the ardent chocolate connoisseur.
The TVC mirrors the thought that young people today are very comfortable with the sentiment that 'what's theirs is theirs'. In this campaign, Priyanka Chopra gives voice to that thought and makes it evident by bringing an element of whacky youthfulness and coolness. She is an elite girl whose possessiveness finds an infectious voice in a song, while she dodges her Schmitten from the greedy one who follows her wherever she goes. Chopra makes it clear that asking for a bite is a crime and suggests several whacky forms of punishment for those who do.
Bobby Pawar
Commenting on the campaign, Bobby Pawar, Director and Chief Creative Officer, South Asia, Publicis, said, “The category we are trying to break into is about sinful and naughty chocolates. What India is used to is the kind of chocolates that will replace sweets. But, there is more to it than that.”
Partha Sinha
Partha Sinha, Director and Chief Strategy Officer, South Asia, Publicis, explained, “Chocolate as a category in India has not developed properly. What we get here are mostly jaggery-based sweets. Not chocolates. The taste of Schmitten is its USP. And we needed something more than just the sweet, heart-warming campaigns with kids for this. We needed something mature.”
For a new brand like Schmitten, there are ample challenges in its path. The chocolate category is growing rapidly with lots of international brands entering the Indian market. There is a growing appetite for premium chocolates in the country and also an opportunity in the mass premium segment. The most critical challenge is, however, to find a unique space for Schmitten, apart from creating awareness to entice people into trying it.
Paritosh Srivastava
Paritosh Srivastava, Executive VP, Publicis Ambience, commented, “The communication is based on a simple human truth, that we don't like to share what is precious to us. Chocolate being quite precious to a kid or a teenager, our attempt was to give a counter point to the category currently steeped in sharing and caring. The attempt was to present the brand in a manner that does justice to the fabulous product and make it look international and appeal to the youth. I would like to congratulate the client for creating a world class product and the team at Publicis for truly creating the brand from scratch.”
Jayesh Desai, Group Chairman, Rajhans, said, “Schmitten is the third largest chocolate project in India. We have launched a premium quality Swiss chocolate and are geared up to build a brand that will spell class. Our business associates for all the equipment and technology are from confectionery specialist countries like Switzerland, Denmark, Germany, UK and Belgium. In a bid to come up as a premium chocolate brand amidst the prevailing knife-edge competition, we've not left any stone unturned. Thanks to Publicis for setting us apart with their creative output that will almost certainly go the distance.”
The TVC has been made in edits of 60, 45, 30, 20, 10-second duration.
The TVCs:
Credits:
Agency: Publicis India
Director &Chief Creative Officer, South Asia: Bobby Pawar
Director & Chief Strategy Officer, South Asia: Partha Sinha
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