After recently coming up with a commercial to promote its flagship range of batteries, Eveready Industries has launched a new advertising campaign to highlight its latest offering, Eveready Ultima Batteries. Rediffusion Y&R has worked on this campaign.
Speaking about the task at hand, Shivaji Dasgupta, business head and branch manager, Rediffusion Y&R Kolkata said, "The brief was to revive Eveready's iconic 'Give Me Red' campaign through the launch film for Eveready Ultima. In the process, we had to position Ultima as the most powerful batteries available in the country and re-establish a connect with the youth market."
"The idea was to do a product demo that young people would find interesting, and hence the idea of coming out and saying, 'here's a battery advanced enough to be able to power its own commercial'", Dasgupta added.
Elaborating on the creative route taken, Anandaroop Ghosh, creative director said, "We wanted to do a great product demo with the Ultima battery. And the most interesting way of doing that, we felt, was to actually make the commercial 100% battery powered. Everything that you see in the film comes from the battery."
Watch the TVC here:
Set in darkness, the TVC begins with a group of friends watching TV and enjoying a meal at home. However none of the boys' actual faces can be seen. Instead, they have faces made of a light trail, the kind that is left behind when one rotates a fire sparkler (phuljhadi). Next, a mouse made of similar light trail is shown to eat the boys' food, which angers them. One of the boys takes out a torch powered by Eveready Ultima and makes an outline of the signature Eveready cat with the light. The cat comes to life and thus begins a cat-and-mouse chase across the busy city during nighttime. Finally, the cat finds the mouse and swallows it whole, before jumping into the moon. The moon too, is made of the light trail. Finally, the cat and the moon morph into the Eveready logo, while the VO takes over to say 'Eveready Ultima - Ultimate Power'.
The entire animation has been worked on by creating controlled trails of light. Recognizable shapes were made with a torch and captured on a digital still camera.
"The process is like classic cell animation -- slight progressive variations in each image so that all the images when played together create the illusion of seamless movement. The only difference is instead of drawing with pen on paper, we drew with torches and LED lights in the air. It's simple to do, but takes time and patience," explains Ghosh.
The film comprises over 3000 such photographs, played back quickly, one after the other, like in a flicker book.
The media mix for the campaign includes TV, Internet, OOH, direct marketing and events.
The creative team behind the TVC includes Sagar Mahabaleshwarkar, Ramanuj Shastry and Ghosh. The film has been directed by Frank Vroegop and the production houses are Happy Dog from Mumbai and Dynamo F.S from Paris.