Fight hunger, fight evil: Parle Agro Hippo's maiden TV campaign
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Fight hunger, fight evil: Parle Agro Hippo's maiden TV campaign
Arcopol Chaudhuri, 01 February, 2010
Mumbai
Parle Agro’s snack product 'Hippo', which had a gradual roll-out across the country over the last few months, is now ready with its first mass media advertising campaign.
Till now, the brand's marketing strategy has been focused on distribution, retail visibility and consumer sampling.
Having completed a nationwide rollout, Hippo has come up with its first television commercial that takes a fresh look at the role snacks can play in society. Titled ‘Fight Hunger’, the TVC has been created and executed by Creativeland Asia and directed by Ram Madhvani of Equinox Films.
View TVC here
Sajan Raj Kurup, chief creative officer, Creativeland Asia says, "That an empty stomach is a devil’s workshop, is universally understood. The insight became a lot more relevant on probing deep into the Indian culture. Food is a fantastic way of calming people down. If you got grumpy or angry at home, you would often hear your mom say, ‘Go eat something’ to calm you down. The commercial is a beautiful marriage of this insight and wishful thinking deep inside all of us that wants to make this world a place free of all evils. It is manifested in a light-hearted satire on the society and the evil that exists within it."
Kurup says that the objective was to differentiate Hippo from the other snack players. "We succeeded in doing that with the name and packaging. It was imperative we carried it into its communication. So the challenge was not just in creating noise, it was also about creating a noise with a soul to it - something that would be relevant both for the brand and the society."
The TVC is seen through the hippo's (brand mascot) view as he goes to every scene of crime, war or conflict, offering each of the involved parties some Hippo chips. Everybody happily obliges and takes a bite, and this is shown to resolve all issues. As the series continues, the voiceover goes on to say that the root cause of all evil in the world is hunger. "So please, don’t be hungry," it appeals. The song ‘Pyaar baat te chalo’ (Keep spreading the love) which doubles up as the background music, plays a pivotal role in helping the TVC communicate its message.
Credits
Client: Parle Agro Creative agency: Creativeland Asia Chief creative officer: Sajan Raj Kurup Executive creative director: Vikram Gaikwad Creative director: Anu Joseph Copywriters: Sajan Raj Kurup, Anu Joseph, Huzefa Kapadia Client servicing: Jay Gala Production house: Equinox Films Director: Ram Madhvani Post-production studio: Pixion Media agency: OMD
Love the tvc. Although I have a quick question - the rainbow flares in the camera which appear in several shots seem to be pretty deliberate. Do these rainbow spectrums have anything to do with the lgbt community? Is the ad world finally opening up to acknowledge the existence of a queer community in India? I may be stretching this far here but it is a growing hope nonetheless :)
AWESOME AWESOME AD, stupendous ....the mascot, the baseline, the concept, its what you call a PERFECT CAMPAIGN, leaves u spellbounded.
Cheers to these
Client: Parle Agro
Creative agency: Creativeland Asia
Chief creative officer: Sajan Raj Kurup
Executive creative director: Vikram Gaikwad
Creative director: Anu Joseph
Copywriters: Sajan Raj Kurup, Anu Joseph, Huzefa Kapadia
Client servicing: Jay Gala
Production house: Equinox Films
Director: Ram Madhvani
Post-production studio: Pixion
Media agency: OMD
The new Hippo TVC is amazing. Outstanding work for the category and easily one of the best Indian commercials I have seen in a while. Loved the fact that you never showed the Hippo. The shadow running fast a great touch to finish. More than anything it wasn't trying unnecessarily hard to be clever. Awesome stuff guys. Feels good to see a young agency doing such impeccable work.
Baked not fried cannot be the USP. Every snack brand is becoming baked not fried snack. So, at best it is only a support not a USP Deepak. For me (and I'm a Hippo fan, even before the TV ad came along), Hippo is a new snack brand that I'm getting emotionally involved with. It is charming and it vibes with me. And this TV ad only makes it more appealing. Bad communication Mr. Deepak? You are trying very hard to look for something bad to say. You must be really Hungry.
Bad communication,USP of product is baked not fried snack but communication misses the point completely , in process making it just another snack product / brand.
Its okay. I think the commercial was a bit too lengthy and also too documentary types. I loved the insight though... that hunger is the root cause of all evils.
Most ads in this category are either on 'feel good' or 'do good' concepts, the hippo ad is a mix of both. A fresh way of looking at this category 'make love not war'. Brilliant concept! Hip Hip Hippo!
I'm not sure about a website just for Hippo, but here's a link to it's page on the Parle Agro website. Here you go: http://www.parleagro.com/Hippo.html
ad concept is good,But the ad encourge to eat a junk food.
Instead the concept can create awareness about good eat practive and good food values among the masses
let parle should share some profit from hippo to eradicate poverty from India.
Still in indepedent india, over 40% of the population are not accessed to food three times a day.
Scrumptioricious...!!!
The ad s .....
In lost of of words..!! :)
But can you please provide the link for the song?I jut love that too!
You'll can do so much cool
You'll can do so much cool stuff online. Bring it on baby!
hipoo
hipoo
parle agro ki jan . hai hippo ke hath
hit hai hippo hai
hip hip hippo
Excellent execution
Love the tvc. Although I have a quick question - the rainbow flares in the camera which appear in several shots seem to be pretty deliberate. Do these rainbow spectrums have anything to do with the lgbt community? Is the ad world finally opening up to acknowledge the existence of a queer community in India? I may be stretching this far here but it is a growing hope nonetheless :)
Love the way
I live the way Hippo give the packet to everyone creationg fuss.
AWESOME AWESOME AD,
AWESOME AWESOME AD, stupendous ....the mascot, the baseline, the concept, its what you call a PERFECT CAMPAIGN, leaves u spellbounded.
Cheers to these
Client: Parle Agro
Creative agency: Creativeland Asia
Chief creative officer: Sajan Raj Kurup
Executive creative director: Vikram Gaikwad
Creative director: Anu Joseph
Copywriters: Sajan Raj Kurup, Anu Joseph, Huzefa Kapadia
Client servicing: Jay Gala
Production house: Equinox Films
Director: Ram Madhvani
Post-production studio: Pixion
Media agency: OMD
These deserve and ACADEMY if there was 1 ...
Outstanding ad!!!
This is by far one of the best ad campaigns ever. Great images, great music.
Bravo
The new Hippo TVC is amazing. Outstanding work for the category and easily one of the best Indian commercials I have seen in a while. Loved the fact that you never showed the Hippo. The shadow running fast a great touch to finish. More than anything it wasn't trying unnecessarily hard to be clever. Awesome stuff guys. Feels good to see a young agency doing such impeccable work.
Love Hippo
Baked not fried cannot be the USP. Every snack brand is becoming baked not fried snack. So, at best it is only a support not a USP Deepak. For me (and I'm a Hippo fan, even before the TV ad came along), Hippo is a new snack brand that I'm getting emotionally involved with. It is charming and it vibes with me. And this TV ad only makes it more appealing. Bad communication Mr. Deepak? You are trying very hard to look for something bad to say. You must be really Hungry.
Anumeha
strategic planner
Missing the point
Bad communication,USP of product is baked not fried snack but communication misses the point completely , in process making it just another snack product / brand.
Just okay..
Its okay. I think the commercial was a bit too lengthy and also too documentary types. I loved the insight though... that hunger is the root cause of all evils.
awesome!
simple yet superb, love it. cheers to raj kurup! You have a winner!
Hip Hip Hippo!
Most ads in this category are either on 'feel good' or 'do good' concepts, the hippo ad is a mix of both. A fresh way of looking at this category 'make love not war'. Brilliant concept! Hip Hip Hippo!
Website
What is the website for Hippo Snacks?
Hippo webpage
@ Dezul,
I'm not sure about a website just for Hippo, but here's a link to it's page on the Parle Agro website. Here you go: http://www.parleagro.com/Hippo.html
Best Concept
Parle Agro's Hippo is best concept.... because it is baked item and it is not fried item so it is good to it. Concept of this advertisement I like..
Suryakant
Gajana Agency
Solapur
ad concept is good, let parle should share some profit fromhippo
ad concept is good,But the ad encourge to eat a junk food.
Instead the concept can create awareness about good eat practive and good food values among the masses
let parle should share some profit from hippo to eradicate poverty from India.
Still in indepedent india, over 40% of the population are not accessed to food three times a day.
praban
Jaihind
Good message..
good piece giving out a right social message...really pleasing to see....Pyaar baathe chalo all the way!!
Memorable stuff! And my
Memorable stuff! And my favourite Kishoreda song!
Already a fan when I read
Already a fan when I read the back of pack copy! Now, an even bigger fan! Way to go, Hippo!
Awesome execution and great
Awesome execution and great track.
Killer idea !!!
Kill hunger. Kill evil. Wow, love the idea. So simple. I'm a fan. Too good !!!
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