Peter England has unveiled a new film with brand ambassador Siddharth. In the second film – 'The beginning of good times' of the series, he takes forward the self belief proposition by being an agent for a friend in a crisis. Mudra has worked on the campaign, that was launched first on digital. It will be taken to other mediums in the coming weeks, with the film hitting the television screen later during the campaign.
Commenting on the film, Kedar Apshankar, COO, Peter England, said, “In the first film Siddharth discovers self belief and uses it to turn a potentially negative situation into a positive one. The second film portrays Siddharth as the agent of self belief.”
On the brief for this campaign, Ranji Cherian, president, Mudra - South, added, "The new campaign for Peter England is about ‘Enabling Self Belief’. In a world which is filled with hype, Peter England appeals to feelings within. The communication targets today’s young generation who are in the early years of their career. They are talented, motivated and brimming with positivity. Yet, as they enter the world full of opportunities, their confidence is often tested. And they seek a mentor to grow their self belief. The campaign portrays a young Indian’s spirit of hope and self belief that good things will happen. It is that which enabled him to move forward in every step of the way."
Two commercials were produced for the campaing, one of which was released earlier during the year. The first commercial celebrated the Indian ethos in the life of early jobber who is searching for a house.
In the second film, Siddharth is thrust into a situation where his best friend is about to get married. The friend does not believe in his own ability to handle the complexities of marriage. In comes Siddharth, who through a series of gestures and statements manages to rekindle his friends self belief. His friend now enters his new life with great optimisim.
“Currently this film is being run in the digital world Peterengland.com, Youtube, Facebook and Twitter. Over a period of time we will take this film on air,” Apshankar added.