'Imagination ko jodo', says Kinder Joy

Designed and conceptualised by Curry Nation, the ad film highlights the toys that come with every Kinder Joy egg, which can be assembled by the kids as they also learn in the process

Aanchal Kohli | Mumbai | July 27, 2015

Click on the image to watch TVC.

With an aim to position Kinder Joy as a treasure box of imagination, the brand has rolled out a new campaign with Curry Nation. Kinder Joy has been popular with kids for the toys that can be assembled that come with the chocolate egg. The brand believes that these toys help develop the cognitive and logic abilities of the kids.

The basic aim is to get that physical joy and excitement of assembling the Kinder surprises in the communication, which is quite visible in the track in the ad-film that has been conceived to bring out the different facets.

Priti Nair

Speak on the idea behind the campaign, Priti Nair, Director, Curry Nation, elaborated, “We were very clear we wanted that aspect of the product to be the core idea. Not just the surprise, but the involvement and creation of that surprise by children. And in one of the creative brainstorm sessions, my art director Sushant Ainapure uttered these magic words, 'Assemble Imagination' – it was perfect.”

She further said, “The challenge was to make the TVC real natural. To capture kids' emotions as you see them when they get something surprising and their involvement when they create something. Also, shooting with kids itself is quite challenging, but Samir Tiwari, the director, is superb with children. He has tremendous patience and great handling. The track was the other thing that we wanted to make really memorable and distinctive. It needed to have a character of its own, yet be hugely hummable;  I think Bobo has done a fabulous job.”

The ad film shows kids opening their Kinder Joy eggs and discovering various toys that can be assembled, which require a whole lot of imagination and can be shared with friends.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Brand: Kinder Joy

Creative agency: Curry Nation

Creative Team: Sushant Ainapure, Sushant Dhadwakar, Priti J Nair

Account Management: Cedric Dsouza, Nagessh Pannaswami

Production house: Working I Films

Director: Samir Tiwari

Producers: Sahil, Mukhtal

Post Production: Suraj, Prakash

Animation: Anil Wagle

Music composer: Bobo

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