Eveready has released the ‘Give Me Red’ commercial that has been Eveready’s signature for the last 30 years.
The latest commercial is a whacky and fun interpretation of a long-running idea where ‘Give Me Red’ has always symbolised both hi-octane energy and exhilaration.
The new commercial has been created by ad agency Rediffusion’s Kolkata office.
A young, fully decked bride-to-be takes a surprise plunge into marriage by jumping off a plane, skydives onto the marriage venue in all the wedding finery to the applause and laughter of all assembled, including the amused bridegroom.
“Eveready has always stood for the younger generation breaking traditional moulds of thinking. The latest Eveready commercial is fun. It is a bit of surprise and incredulity. Yet it has so much of endearment and brand proximity. The energy, enthusiasm and drive of the youth to be not just ready, but Eveready for everything is captured in this campaign”, said Anil Bajaj, Business Head for Battery and Torch Business, Eveready.
Trilok Singh, GM Marketing, Eveready, added, “The magic of Give Me Red is that the idea is open to newer and newer interpretations and executions for every new generation of consumers. From the grunge look of the 90s to the current execution of a different kind of metrosexuality, Give Me Red has adapted, yet changed. The messaging and the portrayal of the brand has constantly kept evolving.”
“Give Me Red is a cult campaign. We at Rediffusion are delighted to have remained part of the 30 years journey of the Give Me Red creative thought. The skydiving bride is the new shero. She is spunky. She is the new consumer – expressive and outwardly directed while being immensely self-confident and self-willed” said Sandeep Goyal, Managing Director, Rediffusion Brand Solutions.
The campaign is led by creative director Aritra Bhattacharya and has strategic support from Navonil Chatterjee, Joint President and CSO at Rediffusion.