MUMBAI : Everest Brand Solutions, the creative agency of record for Parle‘s confectionery range, has created the launch campaign for Londonderry. The three television commercials (TVCs) are produced by Picture Perfect.
Londonderry is the latest offering from the group of Parle Products. It is a hard-boiled candy filled with caramel and milk solids.
The objective was to enter the Lacto candy market in India and thus to create a clutter-breaking communication for the consumers and register the new brand‘s identity in their minds. The brand name is inspired from an actual town in Ireland.
In order to make a distinct presence in the cluttered candy market, the packaging of the candy includes a red wrapper with the Londonderry town snap on the face.
The TVCs which are a part of the launch campaign are inspired by the English-Irish culture of the Irish town of Londonderry. Three commercials capturing the old world charm of this city have been conceptualised and launched.
The purpose of the commercials is to capture the imagination of the masses by doing something simple yet fascinating. The TVCs show an imaginary town full of sweet wonders, whether it is a dancing cow, a painter who paints with his beard or a kid with a special talent for fast reading. The commercials end with the message: "But that‘s not what Londonderry is famous for, It‘s famous for its rich milk and caramel candy. Londonderry. Tasty. Very Very."
Everest NCD Rahul Jauhari said, "The vision was to craft the brand as an International one. I‘m pretty happy with the way our team has managed to achieve that. Kids are loving the films. That‘s good enough reward for the hard work that‘s gone in."
Everest creative director Pramod Sharma said, "The films are part real, part magical. Bringing these stories to life was a real challenge. Especially in a timeframe as short as 25 seconds. The cast, location, the setup, the animation - all were chosen very, very carefully. Peter Pasic & Ricky Kapoor‘s team did a fine job of making sure everything fell into place just right."
