Saina Nehwal adds more masala to Top Ramen campaign

Top Ramen, co-sponsor of the Indian Olympic contingent, has released a television campaign featuring brand ambassador and badminton ace Saina Nehwal.

The TVC created by Dentsu Communications shows Nehwal celebrating after winning a match. The crowd applauds her victory, but in a muted manner. Nehwal tries to get the crowd to celebrate in a more lively manner, but fails. That's when she calls on Top Boy, Top Ramen's animated mascot. Top Boy treats the crowd to Top Ramen noodles; post which the crowd erupts in a colourful celebration of Nehwal's win.

The TVC also introduces Top Ramen's 20 per cent more masala variant.

Commenting on the TVC, Ashwin Parthiban, executive creative director, South, Dentsu Communications, said, "The TVC strengthens Top Ramen’s image of being a constant innovator and gives the audience something new to look forward to. It also strengthens Top Ramen’s association with the game of badminton and sport in general. It therefore leverages the brand idea of ‘Be the Champion’. With Olympics just around the corner, Top Ramen is now seen as a true Indian fan."

He added, "The film conveys the ‘20 pc more masala, more mazaa’ idea through an interesting scenario that features India’s badminton sweetheart Saina Nehwal. It also leaves with a feeling supportiveness for the Indian contingent at the Olympics."

The TVC went on air on 25 July.

Credits

Client: Indo Nissin Foods
Creative agency: Dentsu Communications
Executive creative director: Ashwin Parthiban
Creative director: Sangeetha Sampath
Art Director: Mark Flory
Films Head: Suprotim Day
Account Management: Taira Kimura, Samrat Chengapa, Ashwath Kumar, Vaishnavi Lakshman
Director (of the film): Hemant Bhandari
Production House: Chrome Pictures
Producer: Prafull Sharma, Puneet Bhatia
Post production studio: Creasun, Shanghai
Post production head: Cecil Cheng
Music credits: Micu Patel