Campaign India Team
Oct 06, 2009

Creativeland pushes for natural in new Saint commercial

Parle Agro is working towards a national roll-out of its fruit juice brand Saint and has launched a television campaign that aims to position the fruit juice brand as a 100% pure juice brand with no preservatives or added sugar. The campaign has been created by Creativeland Asia.

Creativeland pushes for natural in new Saint commercial

Parle Agro is working towards a national roll-out of its fruit juice brand Saint and has launched a television campaign that aims to position the fruit juice brand as a 100% pure juice brand with no preservatives or added sugar. The campaign has been created by Creativeland Asia.

The TVC shows scenes from a forest, where through time lapse, the process of flowers blooming is depicted. Except in this case, the flowers eventually bloom into packs of Saint Juice. The commercial does not have a voice-over. Instead the spot ends on a super that says, ‘Juice the way God meant it to be,’ followed by the logo.

Watch the TVC here.


 

“We had to communicate the fact of Saint being a premium, 100% juice, without any preservatives or added sugar. The execution is the simplest possible expression of the philosophy of the brand. The idea was to create something evocative, like we did with everything else on the brand – from the brand name, to the packaging, to the outdoor campaign, to even the back of pack copy.The task at hand was to  create a visual mnemonic that we could later adapt in various forms,” says Sajan Raj Kurup, chairman and chief creative officer, Creativeland Asia.

“When we launched Saint, starting from the name and its packaging, there was a clear need to distinguish it as a premium, natural fruit juice. The commercial re-inforces the idea of pristine, natural fruit juice, without unnatural additives,” he added.

The film has been shot by Prakash Varma of Nirvana Films and the extensive animation has been done by UK based studio The Mill, the VFX studio known for working on films like Gladiator and the Cadbury Gorilla film.  The film involved over a month of intensive pre-production and was shot in Thailand. Kurup says the film required four months of post production.

“Purity and freshness is something Raj and I tried to bring in to each shot of the film. We worked tirelessly to keep it simple and yet as close to perfect. I learnt a lot through the process,” says Prakash Varma, director, Nirvana Films. 

"We had been looking for an opportunity to work with an Indian agency for a while. When we were approached by Creativeland Asia to get involved in the Saint project, we jumped at the chance because of the creative challenge it presented and the fantastic opportunity to work with a like-minded company from what is for us, a new and exciting market," says Ben Stallard, executive producer at The Mill.
  
 

Source:
Campaign India