From unstable relationships to dodgy increments. From the highs and lows of the pandemic to the re-emergence of cricket. The youth of today have a lot to get worked up about. And what better time than now, amid all this growing tension and uncertainty, to stand for positivity in a young person’s life.
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This simple insight worked best for the team at ADK Fortune Communications, Gurgaon, a WPP company and part of Wunderman Thompson South Asia Group, who put together a campaign consisting of a series of three films starring actor Sunny Singh and friends for Magic Moments, the Vodka brand. Once there was broad consensus on the way forward, the only watch out was to keep the tone young and the issues fresh and relevant to today’s generation.
A few rounds of furious brainstorming followed, and the ADK team zeroed in on using rants as a creative device. It enabled them to connect with youth in their own language and allowed them the creative liberty to fit in the promise of Magic Moments seamlessly.
The films capture how today’s youth find themselves bang in the centre of everyday stressful situations with Sunny Singh (the actor who has starred in hit films like Pyaar Ka Panchnama 1 and 2, Sonu Ki Titu Ki Sweety, Ujda Chaman) going on to experience an almost instantaneous change - all thanks to a sip of Magic and a ‘chill out’ attitude.
Sunny Singh, said, “I connected to all the films at a deeper level as I believe a laid-back approach coupled with some ‘magic’ can turn around any moment. Interestingly, the premise was so real it gave me an opportunity to let off some steam as well. I am sure millions more will feel the same way once they watch them.”
As a part of the campaign rollout, Singh will engage with the brand’s core target audience and hold a nationwide contest as well. Along with this, a set of influencers will release their own content and initiate discussions around the main theme of the Magic Moments campaign.
Amar Sinha, COO, Radico Khaitan, said, “Magic Moments, as a brand has always stood for a dash of positivity and a burst of magic in everyday moments. Our latest campaign while staying true to the core of the brand takes the thought forward in an extremely buzzy and fun way that is relatable to the country’s youth.”
Nakul Sharma (ECD and VP creative ADK Fortune), said, “From the moment the brief landed on the table, we wanted to connect with the youth in a clutter-breaking and extendable way. The team believed that rants as a device gives us a great in and allows us to fit in the promise of Magic Moments seamlessly.”
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