Building on its 'Everyday Genius' platform, Parle-G has embarked on a 'movement to free children from the bondage of structured education'.
Ogilvy & Mather has worked on the television leg of the campaign. The main film went on air on 4 January, after it was released on the official campaign website www.thefuturegenius.com, and YouTube.
The film features kids in different scenarios using their presence of mind: like using a motorbike to fill air in balloons, using potatoes to light up a small bulb, or even using a hair blower to flow the cape of a kid playing a super hero. The instances are set to a catchy tune with the lyrics 'Roko Mat, Toko Mat', and ends with the voice over 'Bachpan se bada koi school nahi. Curiosity se bada koi teacher nahi. Aao banaye kal ke genius.'
The film, promoted on social media using the #BeCurious tag on Twitter, leads consumers to the official campaign website. Going forward, the website will be used by the brand to carry forward future initiatives under the 'Genius' campaign.
A digital leg of the campaign including three teaser films have been handled by Digital Law & Kenneth.
The teaser films and posters went on social media first. The three films feature scenarios where kids use stuff available at home to: scribble and draw on walls (painting), use utensils to play music (band) and cut mother's clothes to make a dress (dress). All the films end with the kid's mother entering the room with a shocked look on her face, and with the question 'If you were the parent, how would you react?'. Digital banners were also used to communicate the same message during the pre-launch period, along with a Twitter contest around the hash tag '#IfIWereAParent', where users were asked how they would react to these situations.
Commenting on the thought behind the initiative, Mayank Shah, group product manager, Parle Products, said, “Parle-G is not just a biscuit, it is an ethos that we have all grown up with. It would be fair to say that Parle-G is the founding stone of the biscuit industry in India. With our new initiative we want to channel the relevance and reach of Parle-G to bring about a social awakening and empower the next generation of parents and kids. Our initiative aims to emphasise to young parents the urgency of developing ‘Geniuses’ in every field. During this initiative Parle-G will play a pivotal role in imparting information and assistance to parents and kids to drive this change.”
Elaborating on the campaign thought, Anup Chitnis, executive creative director, Ogilvy & Mather, said, "We wanted to take forward the 'G mane Genius' campaign. We wanted parents to realize that their kids could develop their potential if they just let them be, let them nurture their natural curiosity, encourage their desire to try new things, experiment and learn from their failures or mistakes. This is actually, what Parle-G believes is the way to make future geniuses out of kids."
Anil K Nair, managing partner, Digital Law & Kenneth, pointed out that this is a part of the larger movement from the brand and engaged parents across digital platforms like Facebook, Twitter and YouTube. On the future digital initiatives, he said, "Following the successful launch phase of the campaign where we reached out to a sizeable audience, we intend to host the Future Genius website as a platform where parents can showcase the talent of their kids, and also include host of other features like a forum for parents and several others."
Client: Parle Products
General Manager – Mr. Pravin Kulkarnii
Group Product Manager - Mayank Shah
Deputy Brand Manager - Maria Dias
Creative agency: Ogilvy & Mather Advertising
Executive creative Director – Anup Chitnis
Sr. Creative Director – Mangesh Someshwar
Associate Creative Director – Rohit Dubey
Vice President - Hirol Gandhi
Management Supervisor – Manas Danait
Group Account Manager – Ashish Arya
Account Executives - Prasidh Dalvi and Asma Shaikh
Head of Planning, Mumbai - Kawal Shoor
Vice President - Ganapathy Balagopalan
Digital Agency: Digital Law & Kenneth
Film Director: Amit Sharma
Production House: Chrome Pictures
Music Director: Clinton Cerejo
Singer and VO: Piyush Mishra