The campaign, supported by a digital film made by Karishma Lintas, celebrates the onset of monsoons by letting people go back in time, all while being socially responsible as a grown-up
BestMediaInfo Bureau | Delhi | July 8, 2015
In an initiative reminiscent of the immensely popular ghazal by Jagjit and Chitra Singh â âWoh kaghaz ki kashti, woh baarish ka paaniâ â Paper Boat, the brand that seeks to get everyone to revisit their childhoods along with their unique range of drinks, has launched #FloatABoat â a campaign that lets people go back in time, all while being socially responsible as a grown-up.
For every literal paper boat that is created, and its picture uploaded, the company will contribute Rs 20 towards supporting the primary education of children. The campaign will be supported by a digital film made by Karishma Lintas that will be hosted on YouTube and other social platforms. Social media will play a key role in generating interest in the initiative.
Commenting on the launch of the initiative, Neeraj Kakkar, Founder and CEO, Hector Beverages, said, âPaper Boatâs brand proposition is âDrinks & Memoriesâ. The monsoons were the perfect time to roll out this campaign and relive innocent moments. In a world that is getting hectic by the minute, it serves as a reminder that there are still a few simple pleasures that can re-capture the magic of childhood â like making and floating a paper boat.â
He added, âThis is also our little initiative to gift a bit of childhood to kids who really need it. We are aiming to receive a minimum of 10 lakh uploads in 2-3 months.â
In the second leg of the campaign, a letter will be delivered to customers who are making a purchase of the product through Amazon and Paytm. This letter would educate the reader about the cause and also give them a playful reason to make a paper boat.
Commenting on the social media campaign, Rajesh Ramaswamy, Executive Creative Director, Karishma Lintas, Bangalore, who created the video, said, âWith time, we often forget the little things that we did in our childhood and lose our innocence somewhere along the way. But at Paper Boat, we believe that there still remains a child deep down inside all of us. To bring out this child, we decided to get a few adults to make a paper boat just like they used to; knowing fully that most of them would have forgotten how. We knew for sure that with the help of their children, when the memories finally came back to them, it would put a big smile on their faces. And all this was done for a good cause.â
In order to be a part of this initiative, all one needs to do is make a paper boat, upload a picture of it on the Paper Boat site or any of the personâs own social media pages like Facebook, Twitter, Instagram, Vine and hashtag the post, #FloatABoat.