Arati Rao
Sep 11, 2012

There's more to ‘Londonderry’ than magic, says Parle

Watch the TVCs created by Everest Brand Solutions

Parle has launched a candy, Londonderry. While Londonderry is the name of a town in Ireland, the launch campaign for Parle’s candy name gives the town a touch of magic.

In the two TVCs released so far, Londonderry is shown as a town of wonders, with such draws as a dancing cow and a painter who uses his beard as a brush. And the voice over tells us, “But that’s not what Londonderry is famous for. It’s famous for its rich milk and caramel candy. Londonderry. Tasty. Very very.”

Watch the second film in the series (story continues below)

 

The campaign has been created by Everest Brand Solutions. According to Rahul Jauhari, national creative director of the agency, the candy is intended to be a premium offering (while being priced at 50 paise), and hence the creative of the campaign draws inspiration from English-Irish culture.

On the production of the ads, which were partly shot and partly animated, Pramod Sharma, creative director, added, “The films were shot in Belgrade, Serbia, over three days, and the post production took two weeks. For the magical territory we wanted to enter, the references were the Harry Potter and the Chronicles of Narnia movies, and hence the colors were made to look refreshing and the touches like the swirls in the clouds and branches of trees were added.”

Amit Thakur, product manager, Parle Products, said, "We want to portray Londonderry as a premium candy having an international appeal to the consumers. This entire category is cluttered, so we wanted to break away from the regular creative and showcase something edgy, classy and visually engaging specially for the kids and teenagers."

Along with a third TVC soon, the campaign will be seen in outdoor and digital as well.

Credits:

Client: Parle

Client team: Mayank Shah (group product manager), Amit Thakur (product manager), Rahul Ramachandran (deputy brand manager)

Creative agency: Everest Brand Solutions

Creative team: Pramod Sharma, Bappaditya Saha, Sushant Karane, Sharif Shaikh, Samir Chonkar

National creative director: Rahul Jauhari

Servicing team: Siddhi Shah,  Ravi Walia

Agency head: Dhunji Wadia         

Planning team: Meraj Hasan, Tanya Shinde             

Film director: Petar Pasic           

Production house: Picture Perfect

Music director: Jolly
 

Source:
Campaign India