By A Correspondent
Londonderry is the latest offering from the group of Parle Products. It is an exquisite hard-boiled candy filled with rich caramel and milk solids. It is available at 50 paisa across all leading kirana and modern retail stores in India.
Aim / Objective
In order to enter the Lacto candy market in India, Parle has launched the Londonderry candy. Our objective was to create clutter-breaking communication for the consumers and register the new brand’s identity in their minds.
Introduction
Its appealing packaging in red with the Londonderry town snap on the face, makes it a distinct Premium offering in the cluttered candy market. It is priced at 50p and comes in a convenient pillow-pack, targeting a wide consumer segment ranging from kids, youth to families. The brand name is inspired from an actual town in Ireland.
Concept
The magical town of Londonderry.
The films are inspired by the rich English-Irish culture of the Irish town of Londonderry. We have captured the old world charm of this city in our TVCs through 3 magical executions.
The aim was to capture the imagination of the masses by doing something simple yet fascinating. The viewers get transported to this amazing town which is 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. But that’s not what Londonderry is famous for, It’s famous for its rich milk and caramel candy. Londonderry. Tasty. Very Very.
Rahul Jauhari, NCD Everest 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.”
Pramod Sharma, Creative Director, Everest saids, “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’s and Ricky Kapoor’s team did a fine job of making sure everything fell into place just right.”
There are three films in this series
| Dancing Cow |
| [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=DYdN_q9Bybc[/youtube] |
| Beard Painter |
| [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=WaNbTnkis68[/youtube] |
Library
The Library film will be released at a later stage of the campaign.
Credentials:
Agency: Everest Brand Solutions
Creative Team: Pramod Sharma, Bappaditya Saha, Sushant Karane, Sharif Shaikh & Samir Chonkar
NCD-Rahul Jauhari
Servicing Team: Siddhi Shah & Ravi Walia
Agency Head-Dhunji Wadia
Planning Team: Meraj Hasan & Tanya Shinde
Client: Parle Products Pvt. Ltd
Mr. Mayank Shah – Group Product Manager
Mr. Amit Thakur – Product Manager
Mr. Rahul Ramachandran- Deputy Brand Manager
Film Director: Petar Pasic
Production House: Picture Perfect
Music Director: Aleksandar Kostic