Created by Ogilvy & Mather, the digital campaign presents a montage of slice-of-life situations to show how speaking the truth makes relationships better
BestMediaInfo Bureau | Delhi | July 3, 2015
This summer, Kinley is back with a refreshing new campaign. Continuing to build upon last year’s communication idea ‘Boond Boond Mein Sacchai’, the brand takes the conversation a step ahead with its new digital film – ‘Confessions’. The film has been created by Ogilvy & Mather, Gurgaon and produced by Little Lamb Films.
Taking small instances from the lives of various people at different ages and stages, the film gently nudges the viewer to give truth a chance. Central to the film are core Kinley brand values of trust and purity. Based on the theme of honesty and highlighting the importance of trust and transparency in relationships, the campaign reiterates the adage, ‘Honesty is the best policy’. This montage of slice-of-life situations is strung together by a light-hearted track written by Swanand Kirkire, sung by Papon and composed by Tajdar Junaid, which enhances the emotional quotient.
Debabrata Mukherjee, Vice-President - Marketing and Commercial, Coca-Cola India and South West Asia, remarked, “Kinley has always stood for purity and trust, and that association has strengthened over time. Last year, we launched the ‘Boond Boond Mein Sacchai’ campaign for Kinley that propagated, in an emotional way, the importance of speaking the truth. The campaign, inspired by real life instances, was successful in making people realise that life becomes more peaceful when there’s nothing to hide.”
He further said, “Our new digital film aims to build on the message Kinley established last year and continues to tell the story that moments in our daily lives become better if you give truth a real chance. We are confident that audiences will be able to identify with it as the story mirrors the various relationships and occasions around us.”
According to Amarinder Butalia, Senior Vice-President, Ogilvy, Gurgaon, “Our campaign idea for Kinley for some time has been ‘Boond Boond Mein Sacchai’, and like our earlier communication, this film too stresses on the importance of speaking the truth. The feeling of relief on coming clean is something most of us can relate to. This film is a string of such real-life, endearing moments when truth has made the relationships better.”
In addition to mass media advertising, the integrated communication programme will be extensively leveraged through social media and radio.
Creative agency: Ogilvy & Mather
Account Management Team: Kapil Arora, Amarinder Butalia, Pranab Kumar
Creative Team: Ajay Gahlaut, Divya Bhatia, Vimal Singh
Production House: Little Lamb Films
Director: Istling Mirche
Producer: Vishal Patel
Lyricist: Swanand Kirkire
Music Director: Tajdar Junaid