Contract Advertising has designed a campaign to a launch Babbaloo Blueberry, the new variant from the Cadbury's Babbaloo brand. The creative team includes Raj Nair and Gopi Puthran.
Gopi Puthran said, "We had to underline the point of blue. The challenge was how it can be juxtaposed in an interesting campaign. In this campaign, the kids spook the old man by using blueberry in an innovative way. Most of the kids completely flipped on the idea. The insight that we had used was that the kids like to be one-up against the elders."
The film opens with a bunch of kids feeling scared when their ball goes inside the compound of a spooky bungalow where a "scary-looking" old man resides. As the kids summon some courage to go inside, an animated cat comes to their help with the new Bubbaloo Blueberry which makes one's tongue go blue. They are now fully armed to scare the old man with their blue tongue as he is about to "kill" their ball. The film concludes with the positioning line, 'Tongue ko karde rang'.
Below-the-line activities form a major part of this campaign. Three will be contests in school, 'what can you do with the blue tongue.' There will be road-shows on the same theme. There are some more activities in the pipeline for which the details haven't been divulged yet.