Lighter brand Zippo launches first campaign post re-entry in Indian market
The campaign depicts the journey of people who have been criticised for who they are, what they are, and how they have risen above it all. It celebrates their fiery courage and determination in the face of adversity
Following its market re-entry last year, the windproof lighter brand Zippo has gone live with its first brand campaign in India. A digital film made by Ogilvy India is a statement about pursuing an opportunity in life and showing resilience, and how one should not let anybody, or anything, dampen their inner fire.
The campaign depicts the journey of people who have been criticised for who they are, what they are, and how they have risen above it all. It celebrates their fiery courage and determination in the face of adversity. The thought-provoking and emotionally engaging film showcase instances from a new mother who the world thinks can't handle a corporate job, to a young girl whose weight is a problem for everyone except herself. In this context, Zippo’s premium windproof lighter becomes the tool that allows them to vanquish preconceived notions and stereotypes, with characters who resolve to act on their dreams, and aspirations and emerge as their authentic selves.
Lucas Johnson, Associate Vice-President, Zippo Global Marketing, said, “I am very pleased to see our vision come to life with this brand film. We want to showcase the power within each of us, through the metaphor of burning away insecurities. Our philosophy as Zippo has always been that the consumer sees us as an extension of their personality, taste and style. Zippo has moved beyond the realm of being just a utility product to being a personal fashion accessory that can be passed down from one generation to another. The film beautifully captures our unique lighter design capabilities and the trademark ‘click’ sound the lighter makes when opened.”
Research revealed that there is a unique way in which Indians see confidence. Confidence is not a state of being, it is not passive. In India, confidence is extremely active and is equated to readiness. Opportunities are few and far between and confidence is what fuels Indians to grab and make the most of every opportunity.
Ritu Sharda, Chief Creative Officer, Ogilvy India, further said, “Zippo is one of the most iconic brands in the world. It comes with a great legacy and the opportunity to create this film was certainly exciting. Their first-ever campaign in India ignites a flame that inspires people to be their true selves, to be courageous, and live with confidence.”
The film has been conceived keeping in mind the Indian consumer’s aspirations and sentiments, the idea was to find a sliver which speaks directly to the Indian audience in the age group of 25–35 years.
Arneeta Vasudeva, National Head, PR and Influence, Ogilvy India, commented, “In this vignette film, we see people leaving everything that holds one back and getting ready to go out to follow their passion with no fear of failure or judgement. The film strongly portrays a message of telling the world no matter who you are, you should always live with confidence.”
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