MxMIndia

Tag: Karishma Lintas

  • The film campaign has been visualized in two legs: a theme film for the internet (3 minutes and 35 seconds long), and four short, product-specific films

    Karishma Lintas unveils new campaign for Paper Boat

    By A Correspondent

     

    With the premise of making one revisit their old memories, Paper Boat has launched its first multimedia campaign advocating the same. In sync with its brand philosophy of ‘Drinks and Memories’, the videos have a very distinct narrative. The social media video was launched on Facebook, followed YouTube, last week and is now being supported by a robust TVC campaign.

     

    Literary legend Gulzar has penned the lyrics that is an adaptation of Malgudi days. The campaign has been created by Karishma Lintas.

     

    Speaking about the TVC’s, Rajesh Ramaswamy, Group Creative Director, Karishma Lintas, said: “Even before we pitched for Paper Boat, we were avid followers of their work. Right from their proposition of ‘Drinks and memories’, to their packaging to their range of drinks, we love the brand. Everything about the brand could be described in two words. Original and Simple. The challenge given to us was to create a storyline with same originality and simplicity. To revive memories of childhood is easier said than done. Finally, after four months, we managed to recreate 3 minutes 35 seconds of childhood.”

     

    The film campaign has been visualized in two legs: a theme film for the internet (3 minutes and 35 seconds long), and four short, product-specific films, much like TV commercials that are 30 seconds each in duration. The objective is to communicate Paper Boat’s core brand promise: that of Drinks and Memories.

     

    The theme film is an ode to Memories, harking back to an age of timelessness – that of our collective childhoods. In an age of increasing cynicism and mounting urban angst, this short film documents the tiny sagas of growing up, and aims to remind everyone of childlike joy, magic and wonder.

     

    The four shorter stories explore product-specific memories – memories triggered by the products themselves, a core insight that the brand has built its entire portfolio on. The products chosen were the favorites-by-volumes from the Paper Boat range: Aamras, Aam Panna, Jamun Kala khatta, Jal jeera, and Chilled Rasam. These short films have been released on primetime television, as well as on media channels like YouTube.

     

  • Karishma Lintas would be responsible for providing creative insights and solutions to Paper Boat and will also chart out strategic recommendation, positioning and marketing of brand Paper Boat across various media

    Karishma Lintas wins creative mandate of Paper Boat

    By A Correspondent

     

    Karishma Lintas, part of the Lintas India Group has won the creative mandate of Paper Boat. Karishma Lintas edged out Happy Creative Services &Dentsu in the multi-agency pitch that was held a few weeks ago.

     

    As its partner, Karishma Lintas would be responsible for providing creative insights and solutions to Paper Boat and will also chart out strategic recommendation, positioning and marketing of brand Paper Boat across various media.

     

    Neeraj Kakkar

    Sharing his thoughts on choosing Karishma Lintas as its creative partner, NeerajKakkar, CEO, Hector Beveragescommented: “Design thinking is at the crux of Paper Boat and we believe that the same applies for Karishma Lintas. With a very clear mandate in mind, we decided to appoint Karishma Lintas as the creative agency for our brand. Backed by a strong team and disruptive ideas we were very confident about our choice and the quality of deliveries. Karishma Lintas understands our brand sensibilities and their work has been inspiring.”

     

    Paper Boat was launched nationally in August 2013 and is among the fast-growing juice brands from the stable of Hector Beverages.

     

     

    GV Krishnan

    Sharing his excitement on winning the account and providing a roadmap that Karishma Lintas would emulate in the growth of the brand, GV Krishnan, Executive Director said, “We admire the vision and purpose of brand PaperBoat aspiring to reduce cynicism in society and to reaffirm faith in life. Through our creative solutions, we genuinely believe that we could win the heart of every Indian by emotionally connecting with his childhood memory and serving them a delicious traditional Indian drink to savour. We’ve had inspiring and transparent discussions with the founders of Paper Boat and are excited to create an awesome portfolio going ahead for Karishma Lintas.”

     

    Paper Boat is backed by Sequoia Capital, Catamaran Ventures (N.R. Narayan Murthy’s VC firm) and Foot Print Ventures and is run by industry veterans – NeerajKakkar, James Nutall, SuhasMisra and NeerajBiyani.