Eveready has rolled out a new range of batteries called Ultima. Rediffusion Y&R has created a campaign featuring brand ambassador Akshay Kumar for the launch.
In the film, Kumar plays a photographer in a studio. A blind man walks in to get his picture clicked. Kumar takes his time to make sure his subject’s pose is right, making numerous adjustments. He then inserts an Eveready Ultima battery into the camera. As he clicks, an extremely bright flash ensues shocking even the blind man. A super then introduces the ‘Ultima – the most powerful battery ever, from Eveready’ with the help of a voice over.
On the film, Neil Dasgupta, creative director, Rediffusion Y&R, said, "Eveready was launching Ultima, a new range of batteries from Eveready. The proposition was that this range is the most powerful battery from Eveready ever. We took the exaggeration route for the campaign."
The film went on air on 1 June. Press, in shop advertising will follow.