Paper Boat seeks to revive childhood memories

The maiden multimedia campaign, conceived by Karishma Lintas, includes a long web film and product films primarily for TV

BestMediaInfo Bureau | Mumbai | March 18, 2015

Click on the image to watch the TVC.

Hector Beverages' Paper Boat has unveiled its maiden multimedia campaign. The campaign, featuring a long film for the digital medium and product-specific films intended for television, has been conceptualised by Karishma Lintas.

In sync with its brand philosophy of 'Drinks and Memories', each of the videos has a very distinct narrative. The short film documents the tiny sagas of growing up, and aims to remind everyone of childlike joy, magic and wonder. With an adaptation of Malgudi Days for the soundtrack and lyrics written by Gulzar, the ad films attempt to revive the magical memories of childhood. Crafted around the thought of taking viewers back to their simple childhood days with their indigenous flavours, the four commercials celebrate the various favourites from the traditional Indian kitchen.

Rajesh Ramaswamy

Speaking about the films, Rajesh Ramaswamy, Group Creative Director, Karishma Lintas, said, “Even before we pitched for Paper Boat, we were avid followers of their work. Right from their proposition of 'Drinks and memories', to their packaging to their range of drinks, we love the brand. Everything about the brand could be described in two words – original and simple. The challenge given to us was to create a storyline with same originality and simplicity. To revive memories of childhood is easier said than done. Finally, after four months, we managed to recreate 3 minutes 35 seconds of childhood.”

The products chosen were the favourites-by-volumes from the Paper Boat range: Aamras, Aam Panna, Jamun, Kala Khatta, Jaljeera, and Chilled Rasam. These short films have been released on primetime television, as well as on media channels like YouTube, as atypical (and yet, not quite) commercials.

Neeraj Kakkar

Commenting on the launch of the campaign, Neeraj Kakkar, Founder and Chief Executive Officer, Hector Beverages, said, “At Paper Boat, we strongly believe that everybody has a child in them and childhood memories and flavours are always cherished. Sensing this very desire within us, we decided to package traditional beverages of India and tried visually bringing it to life through our marketing campaign. We have paid attention to minor things while designing the TVC, such as Gulzar's voice over, lyrics, background music of Malgudi Days, etc. We hope people love the film as much as we do.”

Creative: Karishma Lintas, Bangalore

Creative team: Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Rexena Devraj, Indrasish Mukherjee, Adarsh Atal, Sayan Mukherjee

Planning Agency: Omnicon

Team: Kishore Subramanian, Phalgun Tiruvasu

Production house: Lintas Productions

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