MAM

Paras promotes Life of Rich Experiences in new campaign

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/11/15/Paras%20Dairy.jpg?itok=bIcIepyt

MUMBAI: Paras?s history reflects back to 1960, when the procurement of milk started with 60 liters of milk. The first unit was established in 1987 under the name - VRS Foods. As of today, Paras caters to the Delhi NCR region, Uttaranchal (Rishikesh/Haridwar/Dehradun), Meerut, Aligarh, Lucknow, Kanpur and Mumbai.

As a part of strengthening its brand positioning in the market, the brand recently launched a new campaign titled ?Jeene ka swad?, created by Rediffusion-Y&R to bolster the image of the brand as an enabler of happy and healthy experiences in people?s lives.

Different brands occupy different mind spaces. The brand idea for Paras comes from having a positive outlook towards life. Paras is associated with nourishment, positivity, health, and growth. The television commercial features a team of six-year-old kids who have not scored a goal, ever, in a game of soccer. However, the kids are just too happy playing the game itself to care too much. The film charmingly shows them offering excuses for why they think they have not yet scored a goal. And it ends with a female voiceover that says Jeetne mein nahin Jeene main swad hai (it?s not winning but living well that is the real taste of life).

While ideating the commercial, Rediffusion-Y&R examined the foundations of this thought: As kids growing up in India, we are under immense pressure to perform in multiple arenas of life.Parents are also increasingly inflicting upon their children the mindset of "winning is everything." Paras saw this as creating negativity, harming the psychology and self-esteem of younger children, creating an immense fear of failure among them. Hence, Paras as a brand wanted to push the idea of building a positive generation, where kids know how to handle both success and failure, where parents don?t treat their kids as achievement machines. Hence, the core thought of the milk campaign was "Jitne mein nahi jeene me swaad hai." In other words, Paras wanted to associate with the overall health and psychology of younger children.

Rediffusion-Y&R, ECD & NCD, Chraneeta Mann said, "Our task was pretty much to help Paras reinforce its status as a trusted brand for more than 50 years. We believed that this trust was earned on the basis of the years of happiness and health that Paras Dairy products helped parents achieve in the lives of their families. So, we believed that the role of Paras Dairy was significant as a source of nourishing food that provided energy, vitality, and strength. We wanted to address the health and wellbeing of families, especially children. So we chose a positive story about a world that is rich with life experiences, not a world of winners and losers. That was the genesis of the campaign idea.

""We need to move away from the constant pressure to stay ahead and the anxiety, depression, and fear of failure that it creates among our children. Let?s let our children just be. Healthy, happy kids," continued Chraneeta.

The TVC primarily targets - Women aged above 35 years of age and working women who have kids. The secondary target is kids. The campaign will comprise print, outdoor, and radio adaptations as well. The brand has allocated 60 per cent of their budget on television spend in all markets. 20 per cent of the total marketing spend would be allocated to Delhi for the OOH brandings, opening up of Paras outlets and BTL activations. 20 per cent of the total spend will be allocated to Lucknow and Mumbai (10 per cent respectively) for opening up of Paras outlets and BTL activations.

The creative team for this commercial comprises of ECD and copywriter Chraneeta Mann, business head Amrita Bhadury, marketing head Sanjay Sinha and Sumit who is the brand manager.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/Foodpanda.jpg?itok=yKaa5k_Z
Foodpanda acquires Holachef

Food delivery company Foodpanda, India’s fastest growing today announced its acquisition of Mumbai-based food-tech venture Holachef. Through this collaboration, Foodpanda marks its strategic entry into cloud kitchens and plans to launch its own brand of food products in different categories.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/Amazon_Echo.jpg?itok=QN1qoBs_
Amazon Echo says experience everyday magic in new campaign

In today’s world, where people are worried that the growth of technology is drawing them apart, Amazon Echo’s new campaign aims to bring Indian families together with its smart speaker technology. The campaign stitches together an Indian family’s everyday situations that lead to small moments of...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/Ajmal_Perfumes.jpg?itok=texd-a7j
Ajmal Perfumes partners with Parcos

Global home-grown perfume house, Ajmal Perfumes has entered into a strategic association with one of the leading perfume and cosmetics retailer, Parcos.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/KFC_800.jpg?itok=-PI1xbA_
KFC hands over digital mandate to iProspect

iProspect India, the digital agency from Dentsu Aegis Network, has bagged the SEO, paid media and digital business for KFC India, an American fast food restaurant chain. The account will be handled from the agency’s Delhi office.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/kosh.jpg?itok=QxXcsMbN
KOSH Oats launches Roti Donation Drive on World Food Day

KOSH Oats by Future Consumers announces ‘Roti Donation Drive’ a special initiative which starts on World Food Day.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/Truecaller.jpg?itok=GJpRMARf
Truecaller shows it is more than just a caller ID & spam detection app

Truecaller has launched its new television and digitally focused advertising campaign with the tagline ‘Sab ke liye’ meaning both ‘for everyone’ and ‘for everything’. The ad campaign is aimed to create awareness among the audience about the recent features introduced on the app apart from Caller ID...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/15/birla.jpg?itok=ZSHorrmj
Birla Gold & BBH team up for another power pact film

Birla Gold, the cement brand of the B.K. Birla Group of Industries launched its new ad campaign marking the beginning of the latest Pro Kabaddi League season and commemorating its association with Patna Pirates, three-time winning champions.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/15/fbb.jpg?itok=8qWOjTIx
fbb launches its festive collection at Mumbai Airport

The season for shopping has begun and people all over the country have increased their spending budgets to ensure they look their best this season.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/kansai.jpg?itok=bLHO7bPV
Kansai Nerolac reconstitutes its iconic 'Ghar Ki Raunak' jingle into a song

Kansai Nerolac Paints Ltd. (KNPL), one of the leading paint companies in India and pioneers of ‘Healthy Home Paints’ has recently teamed up with popular Indian music director, Pritam’s musical platform JAM8 to roll out a rendition to Nerolac’s iconic jingle as a song, across India.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories