MxMIndia

Tag: Neeraj Kakkar

  • Santosh Desai and Neeraj Kakkar engage in a discussion on 'Marketing of Nostalgia' organised by the IAA India Chapter

    Nothing wrong with cashing in on nostalgia!

     

    By Anuka Roy

     

    According to Oxford Dictionary, nostalgia means a sentimental longing or wistful affection for a period in the past.  This same longing for the past is being used by marketers to promote their products. Be it the #BacktoSchool campaign of Pepsi, which brought back our high school memories or the series of Maggi commercials that are on television today, or the Paper Boat ads, they strike an emotional chord with the consumers.

     

    Taking a cue from the latest trend, the India Chapter of International Advertising Association (IAA) hosted IAA Conversations with Neeraj Kakkar, CEO, Hector Beverages and Santosh Desai, MD and CEO, Future Brands on ‘Marketing of Nostalgia’. Kakkar’s company produces Paper Boat, with traditional Indian flavours,  which have become quite popular since its launch. The brand is also known for the nostalgic ads they feature to promote their products. From sharing chilli guava after school to a mother secretly keeping aside a bowl of aamras for the daughter, Paper Boat has experimented with everything people feel nostalgic about.

     

    So, is it marketing cashing on nostalgia? “Marketing connects with human motivations of various kinds and it talks to people about what they need. Nostalgia is a very important part of our lives. It has nothing to do with marketing. The idea of nostalgia is intrinsic to life. And marketing connects with anything that is intrinsic to life. So, ‘Marketing of Nostalgia’ is not in any way exploitative. It is perfectly legit able to connect it with nostalgia” said Desai. Paper Boat has been successful in pulling off nostalgia and marketing. Speaking on how they thought of this combination, Kakkar said, “All these recipes go back thousands of years. They are handed over from one generation to another. These are what we used to consume and these have disappearing because they are not available in packaged form. We are trying to preserve those cultural and traditional recipes in the newer age form. In our case we are trying to communicate authenticity by showing those pure innocent memories”

     

    This is not the first time that brands are trying to make people reminisce their past, Internet Explorer launched their digital campaign ‘You grew up. So did we.” They took the consumers on a time travel trip to the 80s and 90s era. This proves that nostalgia as a key element has worked for marketers. “Whenever it is real, it works for a brand. In the case of Maggi for instance, what it presents is a memory that most people would share and nod, and say yes I was there too. That kind of nostalgia has way because it’s grounded in reality” said Desai. “It’s not necessary that nostalgia is a formula that would work in each and every case. I mean it must have some enabling conditions in which it can work. Authenticity, is one important element for nostalgia to work”

     

    In most of these cases, it is seen nostalgia in the form of childhood has been major aspect to market the products. So, why not explore the other aspects of nostalgia? “When we were thinking about these drinks, I had a memory of a drink called kaanji. It was made for me as a child that drink has disappeared now. That drink is now a memory for me. Childhood is a state when we do not understand relationships, law, and gravity; there is so much of innocence in you. We are trying to communicate that same innocence and memories with this product” Kakkar replied. However, Desai had a relatively different point of view. He said, “This thing that nostalgia must necessarily be rooted in childhood is not true. Nostalgia is actually a return to an idealized and often imaginary state of innocence. So, I don’t think it is necessarily true. Nostalgia is almost always an idealized state of longing. It may refer to childhood, which is universal. But it could refer to other states too”

     

    Whether incorporating nostalgia in marketing helps generating revenue for these companies or not is a different question but it sure does take consumers down memory lane, which in every once in a while is a good path to be in.

     

    The discussion was moderated by MxMIndia editor-in-chief and Consulting Editor, BrandStand (Zee Business) and dna of brands (dna). Earlier, Srinivasan K Swamy, President of the IAA India Chapter, welcomed the invited audience.

     

  • Another launch this summer will be Paper Boat Neer More

    Paper Boat set for summer with new flavours

    By A Correspondent

     

    Paper Boat has launched its new flavour Chilli Guava that seeks to relive inseparable friendships – exactly like chilli powder and guavas – sweet, sour, with a tang of spice and a raw bite.

     

    Another launch this summer will be Paper Boat Neer More. Straight from the heart of South India, this recipe spells instant relief from parched afternoons of ceaseless cricket. A tumbler of this spiced buttermilk was also a favourite when guests would come home.

     

    To spread the word about these new drinks, Paper Boat will be airing short films across television and digital platforms. The summer campaign will also see two films dedicated to Paper Boat’s all-time class-toppers, Aamras and Aam Panna. Conceptualized and written by Lowe Lintas, four short stories (one each for Chilli Guava, Neer More, Aamras and Aam Panna) explore memories triggered by the drinks themselves. The campaign was shot over four days at various locations in Mumbai.

     

    Adding much heft to the films is Gulzar’s simple, enduring and evocative poetry – and he lends his voice to its recital too. Paper Boat continues to use the glorious soundtrack from Malgudi Days in a rendition that is guaranteed to mesmerize.

     

    The 20-second films are supported by a marketing plan that has been designed to maximize reach for the new products. This includes airtime across general entertainment channels (GEC), English news, and prominent spots during the Indian Premier League (IPL).

     

    Neeraj Kakkar, Co-Founder and CEO, Hector Beverages Pvt Ltd says, “Summers are here and this season we are launching new drinks that will strengthen our presence region-wise. As always, we have worked very hard to stay true to our promise of preserving authentic recipes that don’t just taste great, but have the ability to instantly take you back to your childhood. For each of us, the memory will be a different one – where it is Neer More for the South, and Aam Panna for the North – but the memory is a given, and that is the promise that Paper Boat makes.”

     

  • The introductory films of Anar showcase a beautiful flashback narrative of a young woman and a man where they revisit their pasts through the drink

    Paper Boat takes trip down memory lane again for new product offering Anar

    By A Correspondent

     

    Paper Boat has announced the launch of its new television campaign. The campaign will promote its new fruit offering – Anar and also Aamras.

     

    Conceptualized and written by Lowe Lintas, three short stories (two Anar and one Aamras) explore memories triggered by the products themselves, a core insight that the brand has built its entire portfolio on. The campaign was shot over three days at various locations in Mumbai. The introductory films of Anar showcase a beautiful flashback narrative of a young woman and a man where they revisit their pasts through the drink. The third film re-creates the magic of Aamras, which is also a favorite by volume.

     

    If the first campaign had the signature penmanship of Gulzar, the new campaign matches strides, with lyrics penned by the multi-faceted Swanand Kirkire. Rounding it off is an adaptation of Malgudi Days soundtrack along with the voice of effervescent Usha Uthup who signs off with the brand message.

     

    Speaking about the campaign, Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas, said, “Paper Boat is a brand that is very dear to us. The very name puts a smile on everyone’s face. The passion the client has for the brand is infectious. The way they approach everything is straight from the heart. The best thing is that when you are dealing with the topic like memories, there can be no expert on it. Everyone’s opinion counts. Maybe the essence of the brand makes everyone want to be a part of it, because everyone is right.”

     

    The 30 and 20 seconders are supported by a marketing plan that is designed to maximize reach for the new product. This includes airtime across general entertainment channels (GEC), infotainment, English entertainment, movies, niche regional channels and prominent spots during theIndia-South Africa Series.

     

    Excited about the campaign launch, Neeraj Kakkar, Founder – Chief Executive Officer, Hector Beverages Pvt. Ltd., said, “Picture fluttering butterflies in your stomach on your first science project submission or the first time on a jet plane or that first dreaded day at your dream job. Our second campaign is equivalent to those many important firsts. It is an exciting second. Our drinks are a bridge between then and now; the films are a reflection of this thought, brought to life in a manner that is contemporary. We are delighted with how Swanand Kirkire’s lyrics and Usha Uthup’s voice bring life to our vision, making these videos all the more evocative.”

     

  • 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.