The new commercials of the fruit-based beverages brand, which has launched two new flavours recently, hone on the earlier theme of tastes that bring back childhood memories
BestMediaInfo Bureau | Mumbai | April 7, 2016
Fruit-based beverages brand, Paper Boat, has geared up for the summer months ahead, with three new television commercials for their new flavours. The brand has also launched new commercials for its “aamras” (ripe mango juice) and “aam panna” (green mango drink)flavours.
The new ad-films adhere to the brand’s earlier campaign theme of its beverages being reminiscent of childhood memories, when these fruit beverages were brewed at home. Each film ends with the legend, “… from Paperboat – drinks and memories”. The films will be simultaneously aired across television and digital platforms.
The new flavours of the Hector Beverages brand are ‘Chilli Guava’ and ‘Neer More’ (spiced buttermilk). The ‘Drinks and Memories’ theme echoes through these new Paperboat ad films too. The brand’s campaigns have always played on the memory of forgotten flavours – like that of mouth-watering guavas, being hawked on a wooden cart – to which children flock after school, coin clutched in hand. The theme echoes in the new ad films for ‘Chilli Guava’ and ‘Neer More’.
The summer campaign will also see two films dedicated to Paper Boat’s all-time favourites, ‘Aamras’ and ‘Aam Panna’. Conceptualized and written by Lowe Lintas, four short stories (one each for Chilli Guava, Neer More, Aamras and Aam Panna) explore memories triggered by the drinks. The films were shot over four days at various locations in Mumbai.
Adding much heft to the films is Gulzar’s simple, enduring and evocative poetry. He has also lent his voice to the campaign. Paper Boat continues to use the glorious soundtrack from ‘Malgudi Days’ in a rendition that is guaranteed to mesmerize.
Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas, said, “It is a continuation of our earlier campaign. We’ve stuck to the combination of Gulzar’s poetry and ‘Malgudi Days’, as they evoke memories in the mood that we want people to reminisce them.The two new flavours are absolutely refreshing in every sense. And yes, we all have such fond memories of them. This time around, we’ve tried to make it in a manner where nothing comes in between you and the memory. So we’ve done away with the protagonist. So that it could be your story that’s playing out there. We’re very excited with this campaign and waiting to see the reactions.”
The 20-second films are supported by a marketing plan to maximize reach for the new products, which includes air time across general entertainment channels (GECs), English news bulletins and prominent spots during the Indian Premier League (IPL).
Neeraj Kakkar, Co-Founder and CEO, Hector Beverages Pvt. Ltd., said, “Summers are here and this season we are launching new drinks that will strengthen our presence region-wise. As always, we have worked very hard to stay true to our promise of preserving authentic recipes that don’t just taste great, but have the ability to instantly take you back to your childhood. For each of us, the memory will be a different one – where it is Neer More for the South, and Aam Panna for the North – but the memory is a given, and that is the promise that Paper Boat makes.”
Client: Paper Boat
Creative Agency: Lowe Lintas Bangalore
National Creative Director: ArunIyer
Executive Creative Director: Rajesh Ramaswamy
Business Head: G. V. Krishnan
Business: Sonali Khanna