Parle Agro’s new Hippo variant, World Toasties, comes in a range of international flavours that include Mexican Cheese & Spicy Jalapeno, Afghan Tawa Masala, Spanish Hot & Sweet Tomato, Thai Chilli Garlic, Greek Yoghurt Cream & Onion and Desi Chatpatta.
The ad campaign to support the new offerings is based on the thought ‘Flavours Without Borders’. Conceptualised by Creativeland Asia and produced by Equinox, the ad follows the brand mascot Hippo on his journeys around the world, gathering the signature flavours of each nation he goes to. At the end of the film, he hoists a 'multi-nation' flag, as the VO says, "Hippo sare borders mita kar le aye hai naye world flavours, is asha mein ke ek din duniya banegi bina borders ke. Hippo World Toasties - Bhuke Mat Raho."
On the idea, Sajan Raj Kurup, founder and creative chairperson, Creativeland Asia, said, “Hippo has a child-like wishful purpose in everything he does. He is out there to outdo hunger as he believes that hunger is the root of all evil. This time around to launch Hippo World Toasties with a host of international flavors, he dreams up ‘Flavours Without Borders’, because he believes that sharing food can bring people together."
On the creative execution, Kurup said, tongue in cheek, "We've always thought of Hippo as a character or a person. So this time, with a compact digital camera and a DOP, Ram Madhvani and I became his groupies and went wherever he went to get the flavours." The ad was shot in Greece, Turkey, Thailand and India.
‘One love, one heart’, the sound track for the commercial, is a cover of the original song 'One love' by Bob Marley, the license to which was procured. The cover was composed by Ashutosh Phatak (of Blue Frog). "Hippo always takes a nice popular track and does his own take on it," said Kurup. "A lot of Marley's songs were about one world, and this is a tribute to him."
Commenting on the TVC, Nadia Chauhan, joint managing director and chief marketing officer, Parle Agro, said, “It’s Hippo’s biggest mission ever. And the TVC captures it beautifully. With Hippo, the purpose is to create something that will outlast the munchies in the pack. ‘Flavours Without Borders’ is an attempt towards that. This should resonate with Indian audiences who are culturally brought up in a seamless environment of many flavours of food; and food in India has always been a social glue.”
Agency: Creativeland Asia
Production house: Equinox Films