Perfetti Van Melle India (PVMI) has rolled out a campaign for its bubble gum brand, Big Babol, with the objective of reinforcing the brand proposition ‘Bade Kaam Ki Cheez.’ The campaign has been designed by McCann Erickson.
The new commercial presents yet another situation where the bubble comes into play and puts a spin on the story.
“One of the key consumption drivers of the bubble gum category is the bubble as kids love blowing it and playing with it. In the case of Big Babol, the bubble is intrinsic to the brand as it is a part of the name itself,” said Namita Gupta, marketing manager, PVMI. “This communication continues to romanticize the bubble and delivers the product benefit of large bubbles, in a very interesting and humorous fashion.”
The TVC opens on a crow who takes pleasure in teasing a young boy in the neighbourhood by targeting its ‘droppings’ on him. The boy thinks of an ingenuous way of taking revenge. Using the bubble, made out of Big Babol, as a parachute, the boy suspends himself in mid-air and drops a ‘dropping’ (toothpaste in disguise) on the crow.
Watch the film here:
“The campaign is a refreshed version of the ‘Kachua’ commercial launched last year,” says Kapil Batra, creative team leader, McCann Erickson. “We gave the campaign a slight edginess keeping in mind the children of today, yet remaining true to the core property of the bubble and ‘Bade Kaam ki Cheez’.”