Paper Boat's Swing celebrates modern motherhood in 'Best Between Friends' campaign 

Swing, the extension of Indian beverage brand Paper Boat, has launched a new summer campaign called ‘Best Between Friends’.

The campaign has been conceptualised and created by The Script Room. 

‘Best Between Friends’ celebrates the evolving relationship between mothers and daughters and their growing friendship, which has replaced the more traditional, authoritative parental roles of yesteryears.

The campaign highlights the strong-yet-fun bond between a young mother and daughter duo as they share their favourite Paper Boat drink, Swing and playfully share a moment together. 

The film captures the essence of the contemporary mother who endeavours to foster a bond of friendship with her child, rather than relying on a traditional authoritative role. One of the highlights of the film is the usage of Bollywood number ’Dil Chahta Hain’ which has been a de facto anthem of friendship in the country for years together.

Neeraj Kakkar, Co-founder and CEO of Paper Boat, said, "Swing’s latest summer campaign, ‘Best Between Friends’, delves deep into the evolving psyche of the contemporary mother. This campaign salutes her earnest endeavours to foster a bond of friendship with her child, a departure from the more traditional, authoritative parental roles of yesteryears.”

“Working with Ramsam and The Script Room has always been an enriching and rewarding experience. Their insightful understanding of our brand often surpasses our own, bringing fresh and creative dimensions to the forefront.”

Rajesh Ramaswamy, (Ramsam), Co-Founder, The Script Room, said, “With the mother brand ‘PaperBoat’ having now established a strong position with memories, it was a challenging and exciting task to define a new space for their offering 'Swing'. It’s a brand that has been intuitive and personal, and the brand team has always managed to bring out the best from creative. The idea was to keep it simple and authentic.” 

“We’re hoping that this fresh take on the evolving relationships of mother and child will find a deep connect with young mothers, our primary audience. And we’re very excited to see the reactions to this interpretation of ‘Dil Chahta hai’ in this new context. We’re hoping that whoever watches it ends up smiling.”

The film is being aired on digital and social channels.

The film:

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