Parle Agro's lemon drink LMN has launched a set of five television commercials as part of its summer campaign, which hopes to establish LMN as the best thirst quencher in the market.
The campaign, titled 'Lost Bushmen' shows two bushmen from Kalahari desert, one of the driest regions in the world, searching for water in their natural habitat, and going crazy in this extreme quest.
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Commenting on the campaign, Sajan Raj Kurup, chairman and chief creative officer, Creativeland Asia said, "Lost Bushmen, because of being lost in the driest part of the world, can be the height of thirst. These short adverts have a different grammar of humor. The are strikingly bold and edgy. And definitely a departure from the regular humor we are used to. Whether you love them or not, I’m sure no one can ignore them."
The commercials were shot over five days in a barren region in the interiors of Thailand. The bushmen were specially flown in from Africa.
To direct these films, Creativeland Asia roped in Thanonchai Sornsriwichai of Phenomena International, one of the world’s leading TVC directors known for some award winning Thai television commercials.
"Thanonchai and I worked together on the legendary Pantene Film together," Kurup said. "And ever since we have been looking for an opportunity to work together again. The LMN scripts we had, were straight up his ally and a great opportunity to do some great work together again. Thanonchai’s timing is exceptional when it comes to emotions. He know what makes people laugh and cry. These films will make you laugh."
This is Thanonchai's first assignment for the Indian market. He commented, "I have worked with Raj before on the Pantene Chrysalis TVC for the Thai market and we have been looking for opportunities to work again together. When Raj told me the idea, I loved it."
Nadia Chauhan, joint MD and CMO, Parle Agro said, "The lemon drinks segment has become very active over the last year. LMN has been doing well and has established itself within the category. With new brands entering the segment, we felt the need to come up with a highly differentiated brand communication. The new ad campaign for LMN has thirst at its core and highlights the brand as a refreshing, thirst-quencher. It is a bold attempt and is strikingly different from the current crop of generic commercials currently airing in this segment."
To support the campaign, Parle Agro has also planned extensive below-the-line and on-ground activities.
Client: Parle Agro
Creative agency: Creativeland Asia
Chief creative officer: Sajan Raj Kurup
Executive creative director: Vikram Gaikwad
Creative director: Anu Joseph
Copywriter: Sajan Raj Kurup, Anu Joseph, R Venkatraman, Vinit Bharucha
Client servicing: Darpan Banthia, Jay Gala
Production house: Phenomena Bangkok
Director: Thanochai Sornsriwichai
Post-production: Oriental Post Bangkok
Media agency: OMD
Media exposure: Television
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