Campaign India Team
Jun 25, 2012

Tetra Pak underlines safety with 'musical' film, embarks on carton-equity campaign

WATCH the TVC created by Dentsu Creative Impact here

wide player in 16:9 format. Used on article page for Campaign.

Food processing and packaging solutions company Tetra Pak, has launched a new advertising campaign that targets mothers with young children.

A 40-second TVC, created by Dentsu Creative Impact, features young mothers explaining how milk is best protected in Tetra Pak cartons through a musical skit for their children. The film also speaks about the safety features of UHT (ultra-high temperature) treated milk in six-layer Tetra Pak packages.

Kandarp Singh, managing director, South Asia markets, Tetra Pak, said, “The new TVC sharpens our target audience by focusing our messages on young mothers. Apart from continuing to highlight the functional benefits of Tetra Pak’s six-layer packaging, the TVC reinforces the overall value proposition by visualising the benefits of UHT processing in a compelling way."

The TVC’s call-to-action is for consumers to look for our ‘Protects What’s Good’ motto stamp on Tetra Pak cartons because 'with the Tetra Pak sign, it’s 100% fine', according to Singh.

He added, "The TVC marks the beginning of our carton equity campaign, which will be supported by several on-ground activities. Besides using social media and our consumer-focused website, we have also planned for workshops for nutritionists, dieticians, paediatricians as well as media professionals to better inform them on how milk is best protected with Tetra Pak technology,” he said.

The TVC will air for four weeks from 21 June. Along with the primary hindi TVC, regional edits in Assamese and Bangla have also been created.

Client: Tetra Pak
Creative agency: Dentsu Creative Impact                              
Executive business director: Amit Wadhwa
National creative director: Soumitra Karnik
Director:Lolita Sarkar
Production house: Bob & Lola Entertainment Pvt. Ltd. 
Design House: NA                                          
Media planning: Carat Media India

Campaign India