Paper Boat has rolled out its first multimedia campaign and four tvcs, that are in sync with its brand philosophy of ‘Drinks and Memories.’ The campaign has been conceptualised by Karishma Lintas and went on-air on March 15.
The films are an ode to childhood, in sync with its brand philosophy of ‘Drinks and Memories’. In an age of increasing cynicism and urban angst, the short film documents the tiny sagas of growing up, and aims to remind everyone of childlike joy, magic and wonder. Beginning with a young boy making a boat with a page from his notebook, setting it down a river, children enjoying a walk home after school with their friends as bullock cart carries their bags while enjoying ice-cream on a hot summer day, playing on freshly laundered clothes, Holi, kite flying and so on as Gulzar’s voice narrates every instance through poetry.
The four TVCs, each with a distinct narrative, explore product-specific memories. There’s an ad film for Aamras, Aam Panna, Jamun Kala khatta, Jal jeera, and Chilled Rasam, with the protagonist reliving their childhood when they sip the drink. The films end with the voice over urging viewers to relive their childhood ‘memories’ through Paper Boat drinks.
Neeraj Kakkar, founder - chief executive officer, Hector Beverages, said, “At Paper Boat, we strongly believe that everybody has a child in them and childhood memories and flavours are always cherished. Sensing this very desire within us, we decided to package traditional beverages of India and tried visually bringing it to life through our marketing campaign. We have paid attention to minor things while designing the TVC, such as Gulzar’s voice over, lyrics, background music of Malgudi days etc. We hope people love the film as much as we do.”
Rajesh Ramaswamy, group creative director, Karishma Lintas, said, “Even before we pitched for Paper Boat, we were avid followers of their work. Right from their proposition of ‘Drinks and memories’, to their packaging to their range of drinks, we love the brand. Everything about the brand could be described in two words. Original and Simple. The challenge given to us was to create a storyline with same originality and simplicity. To revive memories of childhood is easier said than done. Finally, after four months, we managed to recreate three minutes 35 seconds of childhood.”
The video was first launched on Facebook, followed by YouTube last week. The digital film, which is three-and-a-half minutes long, is further supported by 30-second TV spots.
Client: Paper Boat
Creative agency: Karishma Lintas
Production house: Lintas Productions
Director: Rajesh Ramaswamy
Poetry and narration: Gulzar
DOP: Laxman Utekar
Producer: Anil Naidu, Tulika Sodera and Nupur Nijhawan