Balaji Wafers, the snacks producing conglomerate in India, has rolled out a brand campaign that stars Bollywoodâs Ayushmann Khurrana. The integrated ad campaign will see the actor promote the core proposition of Balaji Wafers âKam Hawa, Wafers Zyaada and flavours wah wahâ and what makes it a unique brand in the marketplace.
Taking further its core brand proposition, the campaign humorously shows how âZyaada hawaâ (more air) in other wafers can land someone in big trouble. The ad campaign comprises a series of three films that has been conceptualised and executed by Publicis Beehive and have been shot by production house, Prodigious. Meanwhile, Publicis Entertainment, the branded content and entertainment marketing arm of Publicis Groupe, has been responsible for getting Ayushmann Khurrana on board as the brand ambassador.
The campaign revolves around the core idea that Balaji Wafers not only has more quantity in them but also a variety of flavours that are rich and tastier. Thatâs why they have been distinctly positioned in the marketplace as âWafers Zyaada, Flavours Wah Wah'.
Shyam Virani, Director, Balaji Wafers, said, âPublicis Beehive has come up with yet another brilliant idea and execution, to take Balaji Wafersâ promise of quality and quantity to the next level. Their recommendations have always been spot on and completely in sync with our growth plans. We are also very excited about the association with Ayushmann Khurana and admire his ability to connect with the masses that helps us achieve our brand promise of being a favourite snack of the country.â
Shyamashree D'Mello, Executive Creative Director and Head of Creative Services, Publicis Beehive, said, âWhen we had conceptualised the core proposition of âKam Hawaâ, we knew that we had a winner in our hands. After a successful campaign last year, this year we have pushed the envelope with our take on how âZyada Hawaâ can land someone in serious trouble. To widen our appeal, we even roped in Ayushmann Khurrana as the brand ambassador.Â Each story has a distinct sense of humour and along with Ayushmannâs appeal, has all the makings of becoming part of a really memorable campaign.â
Pranay Anthwal, Executive Director, India, Publicis Entertainment, âAfter seeing the scripts, we couldnât think of anyone else as the brand ambassador. Ayushmann is not only a phenomenal and versatile actor but also is witty, charming and fun; very apt for the brand and its ethos.â
The brand would be leveraging traditional and digital mediums in a big way to promote its ad campaign. It would explore the mediums of television, print, outdoor, digital and social media for promotional activities.
Client: Balaji Wafers
Keyur Virani, Shyam Virani, Jay SachdevÂ Â Â Â
Agency: Publicis Beehive
Shyamashree DâMello, Avinash Parab, Aishwarya Mahukar, Onkar Mhaskar
Account Management: Amritarupa Banerjee,Â Ayushi Kyal, Bhagyashree Holani
Production House: Prodigious
Chahna Rupani, Bhavna Gupta, Rajdeep RahiÂ Â Â Â Â Â Â Â Â
Director: Shujaat SaudagarÂ Â Â Â
Celebrity onboarding: Publicis EntertainmentÂ Pranay Anthwal