Chennai-based Hatsun Agro Product recently launched two television campaigns for its ice cream brand Arun Ice Cream. The campaign captures people, from kids to adults, taking their own sweet time to savour every bit of Arun ice cream with the jingle `Take your own sweet time’ playing in the backdrop.
On the thinking behind the campaign this summer, Alexander Zachariah, director, Rubecon Communications, said, “You can have a quick cup of coffee, quick burger or puff, but you can never have a quick ice cream. Ice cream, by the nature of the product, must be savoured. Based on that insight we did this commercial which said that ‘Take your own sweet time’, and we basically got consumption shots which we used for the outdoor campaign. We extended that to the show how the whole moment is pleasurable, slow and languid.”
The film shows people enjoying their ice creams in slow motion, with candid, slice-of-life moments, he added.
Two 30-second campaigns went on air last week. Prior to the launch of the campaign, Rubecon was involved in the redesign of Arun Ice Cream outlets.
Prasanna Venkatesh, head - marketing and sales, Hatsun Agro Products, said, “Arun Ice Cream has a great legacy and it has been present in Tamil Nadu market for the past 40 to 42 years. People here have a great level of awareness about the brand. But we did this campaign to increase the top of the mind recall with summer around the corner.”
He added, “Every moment and every bite in life is enjoyable. It is about taking your own sweet time to enjoy the ice cream. Your time is sweet with your family, children and dogs and all the fun that is associated with summer and summer holidays.”
Client: Hatsun Agro Product Ltd
Agency: Rubecon Communications, Chennai
Creative Head: Alexander Zachariah
Creative Director: Sajan Prathap Singh
Creative Supervisor: Diya Susan Pallikal
Client Servicing: Muralidaran / Beenu Palayam
Production House: Black Box Films
Producer: Gowri Krishnakumar
Director: Krishnakumar R
Cinematographer: PS Vinod
Production Designer: Selva Kumar
Music: Nipun Nair