Conceptualised by Lowe Lintas, Paper Boat’s new campaign boasts of lyrics by Swanand Kirkire and the voice of Usha Utthup
BestMediaInfo Bureau | Delhi | November 5, 2015
Paper Boat’s latest campaign for ‘Anar’ and ‘Amras’ consists of three short stories that explore memories triggered by the products themselves. Nostalgia is the core insight that the brand has built its entire portfolio on and it gets reflected in this campaign too. Conceptualised and written by Lowe Lintas, the films were shot over three days at various locations in Mumbai.
The films take us back to our childhood memories of eating ‘anar’ and how Paper Boat makes us relive them. Two TVCs hinge on flashbacks of a young woman and man, and the third film recreates the magic of ‘amras’.
If the first campaign had the signature penmanship of Gulzar, the new campaign has lyrics penned by the multi-faceted Swanand Kirkire. With an adaptation of the ‘Malgudi Days’ soundtrack and Usha Uthup’s voice who signs off with the brand message, the campaign has everything going for it.
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 maximize reach for the new product. This includes airtime across GECs, infotainment, English entertainment, movies, niche regional channels and prominent spots during the India-South Africa cricket series.
Neeraj Kakkar, Founder and CEO, Hector Beverages, said, “Picture fluttering butterflies in your stomach before 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: 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: Aniruddha ‘Oni’ Sen
Poetry: Swanand Kirkire
Music: R Anandh
DOP: Sanu Varughese
Producer: Suparna Chatterjee
Art Director: Priya Ahluwalia
Associate Producer: Ritika Sabharwal
Female VO: Smita Rosemeyer
Male VO: Rahul Yadav
Brand VO: Usha Uthup