Knock Out innovates on label, highlights ‘refreshing’ proposition

Ogilvy & Mather has created an ad film for Knock Out Soda which is being aired on Kannada and Marathi channels.

The film opens at an eatery showing a young man running in, while cricket commentary can be heard in the background. A bunch of men are playing at a pool table. But everyone’s attention is focused on something else. The excitement builds when the male voice over says, “Aur yeh hai aakhri over ki aakhri ball,” prompting one to believe that all the men are obsessed with the cricket match being screened. As the cheering reaches a crescendo, a waiter pours water on the customer’s hand instead of the glass, another man is shown sweating with excitement. It turns out that they are all cheering a cooler stacked with Knock Out Soda, egging the bottles to change (badal). A voice over introduces the new Knock Out Soda bottle labels, which change colour from white to blue on chilling, and signs off saying, “Taazgi ka naya rang; yaaron ke sang” (The new colour of freshness; in the company of friends).

Joono Simon, executive creative director, Ogilvy & Mather, South, said, “The new Knock Out commercial seeks to communicate the experience of the most refreshing drink through a unique label that changes colour from white to blue when it is chilled, in a way indicating ‘the moment of change’ or ‘perfect time for a refreshing drink’. We‘re sure that the emotion captured here is something that every Knock Out fan can relate to.”

Darioush Afzali, director of marketing, SABMiller India, said, “At SABMiller we believe that consumers don’t just see the positioning of our brands in media, but rather experience the positioning first hand. Thus the positioning has to be linked to the product story as well. Knock Out is positioned as a ‘refreshing’ offering. The unique label of Knock Out turns blue, indicating the appropriate temperature when the beer is chilled enough, for a refreshing experience. This thought process has been converted into a through the line campaign seen across various media and in trade execution as well.”

Credits

Executive creative director: Joono Simon

Group creative director: Shamik Sengupta

Creative director: Sraman Majumdar

Account management: Sandeep Shah

Production house: Apostrophe films

Director (film): Kaushik Sarkar