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Paper Boat’s ‘Anar’ and ‘Amras’ ads are a trip down memory lane

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-Boats-Anar Click on the image to watch the TVC.

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 Rajesh Ramaswamy

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 Neeraj Kakkar

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.”

The TVCs:

[youtube]https://www.youtube.com/watch?v=osoMgKlkKew[/youtube]

[youtube]https://www.youtube.com/watch?v=WbHZSBTPupU[/youtube]

[youtube]https://www.youtube.com/watch?v=L6q6haEZf5o[/youtube]

Credits:

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

Info@BestMediaInfo.com

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