Paper Boat quenches the thirst for friendship between a mother and daughter

Paper Boat has rolled out a campaign 'best between friends' to showcase the relationship between a mother and daughter. 

Conceptualised by The Script Room, the film showcases a mother dropping off her daughter at a railway station. Before the daughter departs and carries on with her journey, the film highlights a bond between a mother and daughter, with the soundtrack 'dil chahta hain’ which has been the de facto anthem of friendship. 

Neeraj Kakkar, co-founder and CEO, Paper Boat, said, "Swing’s latest summer campaign, ‘Best Between Friends’, delves deep into the evolving psyche of the contemporary mother. This campaign salutes her earnest endeavours to foster a bond of friendship with her child, a departure from the more traditional, authoritative parental roles of yesteryears. Working with Ramsam and The Script Room has always been an enriching experience. Their insightful understanding of our brand often surpasses our own, bringing fresh and creative dimensions to the forefront.”

Ramsam (Rajesh Ramaswamy), co-founder, The Script Room, said, “With the mother brand ‘PaperBoat’ having now established a strong position with memories, it was a challenging and exciting task to define a new space for their offering 'Swing'. It’s a brand that has been intuitive and personal, and the brand team has always managed to bring out the best from creativity. The idea was to keep it simple and authentic. We’re hoping that this fresh take on the evolving relationships of mother and child will find a deep connect with young mothers, our primary audience. And we’re very excited to see the reactions to this interpretation of ‘dil chahta hai’ in this new context. We’re hoping that whoever watches it ends up smiling.”