Nippo reinvents itself for the new era with its campaign 'For the New You'

Having unveiled its new logo a couple of months ago in a high-decibel launch event in Chennai, battery makers Nippo is now ready with a multi-media brand campaign conceptualised by Underdog.

‘For the new you’ is a 360-degree campaign which urges consumers to see life from a whole new perspective and assures them that the legacy brand is evolving for and with them. It reflects the values of a new era, one in which the country’s median age is barely 28.

Muthar Basha

COO Muthar Basha at Nippo, who is spearheading this transformation, said, “With the new campaign ‘For the New You’, I am confident about having a fresh proposition that will be around for some time to come. Our brief to the agency was to create a fresh feel for the brand that breaks free from typical category clichés and delivers a proposition that can genuinely signify a societal shift in the changing times. While Nippo is a strong No.2 pan-India player, it was important for us to underline the brand’s heritage and connect with our consumers across India. The campaign which has just been released nicely captures this sentiment.”

BLN Prasad

BLN Prasad, VP Marketing, Nippo, added “When it comes to batteries and electrical products, Nippo has a rich legacy spanning half a century. Most homes in the country regard Nippo as their go-to brand for value-for-money batteries. While our other products, such as LED lights, torches, and mosquito swatters also enjoy the confidence of our consumers, we believed it was time to reintroduce the brand in a new light to reinforce an inclusive and more accepting worldview, one which the company genuinely stands for.”

Underdog, the agency behind the creative communication strategy, has reflected the brand's new message in its all-around package, which includes two TVCs, outdoor, tactical print and digital.  

Vikram Gaikwad, Co-founder and CCO of Underdog, said, "For us, this was a rare opportunity to transform a heritage brand’s look and feel into something fresh, youthful, and vibrant. Nippo's new, contemporary vibe has been extended throughout its packaging and media vehicles and we hope it will resonate with its core consumers while also attracting new ones.” 

Vistasp Hodiwala

Vistasp Hodiwala, Co-founder and CCO Underdog, commented, “To reposition an iconic brand like Nippo is not just a challenge but also a responsibility. This campaign walks the fine line between old-age values and new-age aspirations. We have an evocative brand film that captures the sentiment of these new values across markets and another film tailored specifically for Telugu, Tamil and Hindi viewers. What works for these films is the way the everydayness of the situations are altered by a touch that is uniquely 2023.”

The TVCs have been handled by Surbhi Bafna of TSF Films and directed by Amit Satyaveer Singh. The campaign will see a phased release very soon.

Film 1: A fresh world view

Film 2: Progressiveness begins at home

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