Eveready has launched the latest film part of its ‘Give me Red’ campaign which highlights the brand’s energetic nature. Conceptualised by Rediffusion, the campaign consists of a film which draws a parallel between a bride decked in red and the red battery.
A young bride-to-be is dressed for her ceremony and is seated in a helicopter with her friend, who asks her if she’s ready. She responds by saying that she’s not just ready, but Eveready. Post this, she jumps off the helicopter to skydive into her marriage venue. The surprised guests and groom-to-be spot her before she lands and they all cheer for her.
Anil Bajaj, business head for battery and torch business, said, “Eveready has always stood for the younger generation breaking traditional moulds of thinking. The latest Eveready commercial is fun. It is a bit of surprise and incredulity. Yet it has so much endearment and brand proximity. The energy, enthusiasm and drive of the youth to be not just Ready, but Eveready for everything is captured in this campaign.”
Trilok Singh, GM marketing, said, “The magic of 'Give me Red' is that the idea is open to newer and newer interpretations and executions for every new generation of consumers. From the grunge look of the 90s to the current execution of a different kind of metrosexuality, Give me Red has adapted, yet changed. The messaging and the portrayal of the brand has constantly kept evolving.”
Sandeep Goyal, managing director, Rediffusion Brand Solutions, said, “Give Me Red is a cult campaign. We at Rediffusion are delighted to have remained part of the 30 years journey of the Give Me Red creative thought. The skydiving bride is the new shero. She is spunky. She is the new consumer – expressive and outwardly directed while being immensely self-confident and self-willed.”