Paper Boat Drinks has launched a pomegranate (anar) flavour and a second set of TV commercials. Three films have been conceptualised by Lowe Lintas as part of the campaign, two of which promote Anar while one is for Aamras (mango).
The brand stays with the theme of bringing back memories.
One of the films (above) features a young man reminiscing about struggling with a pomegranate as a child, not knowing how to open it. He recalls his grandmother lovingly peeling it open and feeding him, as he drinks Paper Boat Anar in the present. A voice over underlines how the drink has taken him down memory lane to his past, before the brand signs off with its ‘Drinks and Memories’ tagline. As with the launch campaign, this one too uses an adaptation of Malgudi Days’ soundtrack.
The other films follow on similar lines but with different protagonists.
Rajesh Ramaswamy, ECD, Lowe Lintas, said, “Paper Boat is a brand that is very dear to us. The very name puts a smile on everyone’s face. The passion the client has for the brand is infectious. The way they approach everything is straight from the heart. The best thing is that when you are dealing with the topic like memories, there can be no expert on it. Everyone’s opinion counts. Maybe the essence of the brand makes everyone want to be a part of it, because everyone is right.”
Neeraj Kakkar, founder – CEO, Hector Beverages, said, “Picture fluttering butterflies in your stomach on your first science project submission or the first time on a jet plane or that first dreaded day at your dream job. Our second campaign is equivalent to those many important firsts. It is an exciting second. Our drinks are a bridge between then and now; the films are a reflection of this thought, brought to life in a manner that is contemporary.”