Parle Agro’s snack product Hippo, following its first TV campaign in February, has rolled out its maiden radio campaign which builds on its positioning of 'Fight Hunger, Fight Evil'.
The radio campaigns consists of famous speeches on historic days from dictators like Adolf Hitler, Saddam Hussein and Joseph Stalin. These interviews have been translated in English in a light hearted way, with all of them signifying that they are hungry and share their feelings with people. Basically, Hippo interprets whatever they say as an excuse to tell the world how hungry they are. After the interviews get over, the voiceover says, "Hunger is the root of all evil, don’t go hungry."
Tony Hertz from Hertz Radio in England has directed these ads.
Commenting on the new Hippo radio campaign, Sajan Raj Kurup, chairman and chief creative officer, Creativeland Asia told Campaign India, "The challenge was to stay true to the positioning of fighting hunger, even on radio. The idea behind the radio campaign was to do a satire on famous war speeches by famous dictators from history. It’s a campaign of three radio commercials. We created this with the radio veteran Tony Hertz from London who is considered as one of the best in the world in this medium. The campaign has already gone on air in select markets."
Tony Hertz, the director of the radio campaign, says, "I really liked the line 'Hunger is the root of all evil'. Because the concept is so strong and emotionally true it’s an inevitable and logical (if whacky) outcome of the scene and is actually part of the fun. This is unlike so many radio scripts, where the product claim is often the signal that the entertainment is over. It was my first time to work with an Indian agency and with Creativeland Asia was very positive and surprisingly easy despite the distance and time difference."
The campaign featuring three radio commercials will be run on FM channels across metros and mini metros and are already on air in select cities.
LISTEN to the radio spots below
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