Ahmedabad-based Havmor Ice Cream has rolled out two films as part of a campaign conceptualised by Publicis India. The campaign adopts the theme of 'Goodness the world deserves'.
One of the films titled '12th man' is set in cricket field where an inter-school cricket match is being played. The 12th man is a boy who looks to be younger than his mates. He's deeply involved with what's going on on the field, and watches and celebrates keenly from the dugout. When the drinks break is called for, he runs on to the ground with water bottles and towels for the players.He even helps dust off the dirt on one of the players' trousers. Standing at the dugout when the game resumes, he continues to feel disheartened when his team concedes runs and celebrates by himself when wickets fall. His team wins. The 12th man dances his way on to the field to reach the team that's already engaged in a huddle. Without an invitation to join them, he walks back, a tad sad. While he places the water bottles together, one of his team mates comes to him, taps him on the shoulder and gives him a Havmor ice-cream – and invites him to join the celebrations on the field. The film ends with the brand's 'Goodness the world deserves' message.
The other film went live in end-March. It features a young woman going through a break up, in tears, driving to work and recollecting the times with her beau together. It is revealed that she is an RJ. Her boss notices that she is crying and lets her be initially. The RJ manages to hold off her tears to do her job, plays a song for listeners before breaking down again. The boss walks in, and the lady tries wiping away her tears. The boss leaves a note, which reads 'You are the best and you deserve better'. Under the note is a Havmor Blockbuster Cookie Cream Ice Cream. The film ends with a voice over introducing Havmor Ice Cream, and the lady eating it. The voice over says 'Goodness the world deserves'.
Ankit Chona, managing director, Havmor, said, “At Havmor, we have been making ice-creams since 1944 and one thing that hasn’t changed across three generations is our approach towards the product. We believe in using real milk and high quality ingredients to create our ice cream, which also makes it the perfect food to lift our mood. So when the agency presented the idea to us, we felt that it was true to our product and a fresh and relatable take on the category.”
Paritosh Srivastava, COO, Publicis Ambience, said, “We are living in cut-throat world that is full tensions and pitfalls. And generally speaking, a lot of things can get you down. From a distressing incident in personal life, to the current social scenario, there is enough and more happening that can make us feel low. In this context we recognized that a traditionally 'fun and celebratory' product, can don a powerful new role. With their milky, sweet and vibrant goodness, ice cream is the perfect candidate for lifting the human spirit and keep it moving on, whenever we suffer a blow, and it is from this starting point that we approached the campaign.”
Jigar Fernandes, ECD, Publicis Ambience, added, “When you’re down, all it takes is an understanding hand on your shoulder – a simple gesture enough to make things a little better. The RJ film talks to everyone who has to wear a mask at work, no matter what they’re going through inside. The 12th man’s story talks to ‘fringe’ team members who doubt if their contribution to the team is good enough.”
The campaign also consists of print, OOH and social media ads. The digital leg of the campaign consisted of a Social Media campaign executed by Prodigitz Media.
Chona added, “We leveraged various digital platforms to initiate dialogues amongst our audience to create real stories by influencing others to participate in this initiative. We are extremely pleased to see how well the campaign has been received by our audiences and we are hoping to see a similar response to the next phase of the 'Goodness the World Deserves' campaign.”
Creative agency: Publicis
Creative team: Bobby Pawar, Jigar Fernandes, Guruaj Rao, Srijan Shukla