Conceptualised by Lowe Lintas, the latest campaign narrates three short stories that explore reminiscence to introduce the Anar and Aamras-flavoured beverages
BestMediaInfo Bureau | Mumbai | October 6, 2015
Paper Boat, which has introduced beverages with typically Indian flavours like jal jeera, aamras, and tulsi tea, has now expanded its offering with the launch of Anar (pomegranate) flavour.
Out of the many childhood recollections that glaze a sweet sticky coating around Anar, were curiosity and impatience. Those endearing eyes that stared at ma’s watery pink fingers in anticipation while she de-seeded Anar. Not knowing exactly how to burst-open or fork-open the ball of awesomeness. These are some of the memories that Paper Boat accesses with their second season of television campaign.
Conceptualised and written by Lowe Lintas, three short stories (two Anar and one Aamras) explore reminiscence – memories triggered by the products themselves, a core insight that the brand has built its entire portfolio on. The campaign was shot over three days at various locations in Mumbai. The introductory films of Anar showcase a beautiful flashback narrative of a young woman and a man where they revisit their pasts through the drink. The third film recreates the magic of Aamras, which is also a favourite by volume.
If the first campaign had the signature penmanship of Gulzar, the new campaign matches strides, with lyrics penned by Swanand Kirkire. Rounding it off is an adaptation of the ‘Malgudi Days’ soundtrack along with the voice of Usha Uthup, who signs off with the brand message.
Speaking about the campaign, Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas, said, “Paper Boat is a brand that is very dear to us. The very name puts a smile on everyone’s face. The passion the client has for the brand is infectious. The way they approach everything is straight from the heart. The best thing is that when you are dealing with a topic like memories, there can be no expert on it. Everyone’s opinion counts. Maybe the essence of the brand makes everyone want to be a part of it, because everyone is right.”
The 30- and 20-seconders are supported by a marketing plan that is designed to maximise reach for the new product. This includes airtime across general entertainment channels, infotainment, English entertainment, movies, niche regional channels and prominent spots during the India-South Africa cricket series.
Neeraj Kakkar, Founder - Chief Executive Officer, Hector Beverages, remarked, “Picture fluttering butterflies in your stomach on your first science project submission or the first time on a jet plane or that first dreaded day at your dream job. Our second campaign is equivalent to those many important firsts. It is an exciting second. Our drinks are a bridge between then and now; the films are a reflection of this thought, brought to life in a manner that is contemporary. We are delighted with how Swanand Kirkire’s lyrics and Usha Uthup’s voice bring life to our vision, making these videos all the more evocative.”
Client: Hector Beverages
Brand: Paper Boat
Creative agency: Lowe Lintas Bangalore
National Creative Director: Arun Iyer
Executive Creative Director: Rajesh Ramaswamy
Creative Art: Rexena Devraj, Joann Joseph, Aaryadev Praveen
Creative Copy: Ujjwal Kabra, Indrasish Mukherjee, Adarsh Atal, Pradhumn Acholia, Navin Muraleedharan
Business Head: GV Krishnan
Business: Sonali Khanna, Rachit Garg, Advithi Kumar
Production house: Electric Dreams Film Company
Director: Oni Sen
Director: Aniruddha Sen
Poetry: Swanand Kirkire
Music: R Anandh
DOP: Sanu Varughese
Producer: Suparna Chatterjee
First ad: Bhavna Gautam
Second Ad: Ankita Chowfin
Director’s Assistant: Pranav Vyas
Costume stylist: Theia Tekchandaney
Art director: Priya Ahluwalia
Associate Producer: Ritika Sabharwal
Post producer: Sudhanshu Shinde
Sound engineer (Mumbai): Dharmesh Vora
Offline Editor: Kiran Ghaisas
Online Editor: Rajiv Sundaraju
Colourist/ Grading: Navin Shetty