Tell us what you think of the new afaqs! design
Ian's being crafted from a first-
thought into something good.
For the longest time, the snacking category has munched on creative ideas that are centred around the 'time pass' way in which these products are consumed. In a bid to step away from the fun (and often frivolous) positioning adopted by some snack brands, Hippo - the new baked munchies from the Parle Agro stable - has attempted, in its very first campaign, to veer away from category norms.
 |
Not that it is getting all sombre: the brand has simply tapped upon the insight that at the root of every problem is a common enemy: hunger.
The commercial, a satire made by Creativeland Asia, has the Bollywood song, Pyaar baante chalo, for a music track and revolves around a mascot, Hippo, who solves the world's problems by simply helping people fight hunger. Whether it is a war situation, riots, politicians resorting to violence during assembly meets, terrorism, corrupt 'doodhwalas' mixing water with milk, or children robbed of their childhood as they make firecrackers, Hippo's take is that an empty stomach is the devil's workshop.
He offers the snack to people in a bid to solve their problems and cheer them up. It works, as everyone celebrates winning the 'fight' over hunger (and hence, the victory of good over evil), with packs of Hippo.
Munch on this
 |
 |
Nadia Chauhan, joint managing director, Parle Agro tells afaqs!, "Hippo doesn't want to be a me-too in a category cluttered with frivolousness in its communication. Hippo has taken snacking responsibly by positioning itself as a solution for hunger. The brand, in its sweet, light-hearted manner, takes a social stand."
Raj Kurup, founder and creative chairperson, Creativeland Asia, says, "Hungry people are often grumpy. In India, we respect food and it is a fantastic way of calming people down. If two people are fighting at home, often an elderly figure will calm them down by asking them to eat." This insight led to the final creative idea. To make the commercial identifiable, macro situations were chosen instead of household problems or micro ones. Some 90 situations involving societal/world problems were first penned down, of which six odd were shortlisted for the final film.
The creation of a mascot - Hippo - as the brand's messenger was decided upon then. According to the agency, Hippo is this earnest, easygoing guy who understands that often, we don't take care of our health by neglecting to eat. As a character profile, Hippo resembles the affable waiter who loiters in the background at a party, serving food tactfully to ensure no one goes hungry and then quietly slips away. The creation of Hippo as a mascot (and one that stays behind the scenes, as his face isn't shown throughout the film) is, in a way, the brand's way of saying that the true heroes are its consumers, and that Hippo cares for them. "As a society, we share food in India and by way of doing that, we share love and joy. Hence, the 'Pyaar baante chalo' track fit in well with our idea," Kurup shrugs.
The commercial, shot in Mumbai, has been released in seven languages and is directed by Ram Madhvani of Equinox Films, who was also behind the LMN work for Creativeland Asia. The 90 second ad has 50 and 20 second edited versions airing on TV as well.
A digital site, www.hippofighthunger.com, has also been created to generate buzz around the brand, and shall involve contests and other engagement properties to get people to submit their own Hippo stories, videos and ideas. Some corporate social responsibility initiatives are also being planned, apart from outdoor and radio advertising.
A budget of Rs 7-10 crore has been chalked out by Parle Agro on Hippo for the coming year.
Hippo has been in the market for about six months. Its branding process started with the packaging itself: about six eye-grabbing, bright colours (with the character Hippo on them) have been released to represent the different flavours. In fact, the brand has walked a different path by not showing the product in action, either in its communication or on its packaging. "The whole point is to break category norms and tell a brand story that generates interest," Kurup says.
Hippo-notic?
 |
 |
For its feel-good factor and taking on a social stand, the commercial scores in the eyes of the ad fraternity. Thomas Xavier, chairperson and national creative director, Orchard Advertising, says, "It is a breakthrough idea for a snack brand as the category usually shows humorous/family situations as points of consumption. However, Hippo gives itself a larger sense of purpose/mission by trying to change the world in its own way. That's a great way of talking for a brand."
Xavier adds that it is an idea that has a long shelf life and has a'70mm' feel. "Hippo is not playing safe and that's good," he adds.
Prathap Suthan, national creative director, Cheil Worldwide, feels Creativeland Asia has done it again - first with LMN and now with Hippo - when it comes to a brand name that is sticky, memorable and 'snacky'. Further, he gives points to the bright packaging and branding and the healthy ingredients for a new snack brand.
"However, at the end of the commercial, I still don't know what kind of a snack this is," he says. As a customer in a competitive environment, Suthan aka Pat feels that he would like to know whether these are crispy chocolates, wafers, biscuits or potato chips. "By not showing them, there's mystery," he says, "But mystery may not make one want to put his hand inside the packet."
Pat feels that the film is definitely entertaining, with a big thought. "I empathise with the truth of hunger being the root of all evil, and therefore kill hunger - and kill evil," he says. "But it's just that I'd rather snack, refresh, get my breath and get back into more evil ways. But that's just me!" He adds that the social arena is a bit of an overkill, with too many people getting into the same box. However, this one is a "likeably mad film".
© 2010 afaqs!From Swati, Fri 28 May 2010 05:02:12 PM Super thought .. Super execution …
From Madan, Mon 08 Feb 2010 08:29:41 AM Very unique Advert. It took me a while to understand what it was about. Having tasted Hippo, i was intrigued to see what the buzz around the brand was.. which took a while to come. Now having read the funda behind the TVC, it makes sense, but like it has been mentioned - the fact that its not fried, and makes it healthier, is not being highlighted. I for one have been looking all over for "Smart Chips" which i cant seem to find.. the disconnect between the promotions and the product distribution can be a dangerous one.
From atul t, Sat 06 Feb 2010 01:36:24 PM Nice! Diffrent! Hit the mind bang on.
From Divesh Bharat Mehta, Sat 06 Feb 2010 12:54:48 PM First You make him fight hunger now you make him blog too. I cant say it is out of the box because out of the box is relative. While typing this it is 12:54 hoping to hippo for lunch. It will create quite awareness and increase sales. But could be/ should be supported by another ad saying what hippo tastes like. Name is great, but use a slim hippo or people will stop eating assuming they might get fat. Curious to see what it becomes as time goes, hope I too get to chance to play tunes for Hippo's dance. In all melody and comedy amalgamated with remedy to fight evil brews a great drink.
From sanjay telang, Fri 05 Feb 2010 12:54:38 PM Congratulations for making simplest idea of hunger,hippo as mascot and for great commercial.lage raho INDIA.I am sure that advertisement help lot to PARLE AGRO to make it's segment and niche.
From Deepak Praveen, Fri 05 Feb 2010 09:49:30 AM Bad creative, does not communicate anything on what the product is, does not highlight that the snack is baked not fried hence you wont end up looking like a hippo if you get hooked onto it.Pack looks great though,breaks the clutter.
From vaidy, Thu 04 Feb 2010 09:20:16 PM hat's off great killer idea that really stands out from the other tvcs. a real clutter breaker in the highly fought snacks market.. I would definitely pick my Hippo pack and try it during the India Vs South Africa.. test matches ... gr8 going
From Anuj D Vikas, Thu 04 Feb 2010 08:54:36 PM Very well defined TVC in its category nicely filmed and kudos to the whole marketing team of ParleAgro the song choice is great and will be hunger-jingle of year.
From Anupam, Thu 04 Feb 2010 05:45:00 PM A very "think out of box" kinda ad. I liked it especially the terrorist shot. It has created a clutter among all the general snacks ad.
From Amrita Neve, Thu 04 Feb 2010 04:59:48 PM The Hippo ad seemed amazing to me at the first sight with a good blend of old music and a new innovative idea of presenting a hippo..
I had savoured Hippo before the ad was shown on television. I really liked the taste of it, but one thing that made me all go to it was its "baked" feature. I think if I had seen the ad first, I would have wanted to know what kind of chips they were.
From Sunil, Thu 04 Feb 2010 03:06:31 PM Amazing ad. i am sure it will bring more excitement in the category. like the name as well Hippo.
Sunil
From ajay, Thu 04 Feb 2010 02:38:32 PM Great insight and super cool execution...others brands in the category will surely feel the pain....kudos to Hippo!
From Bharti, Thu 04 Feb 2010 02:22:28 PM They got it bang on!! Love the communication... love the brand mascot.. the cute hippo and hippo's philosophy that's printed on the packaging!!
great work guys... a good break from the usual snack advertisements... :)
From Sunil, Thu 04 Feb 2010 01:52:58 PM Path breaking ad ! too long though and where is the product . may like the ad but may not try the Brand since i donot why should i eat it? Sunny.
From Atul, Thu 04 Feb 2010 12:58:34 PM Amazing work.
Hippo is available in market since 6 months or so.
Is this a case of delayed Marketing campaign, or some well thought strategy behind it..
From Hippo, Thu 04 Feb 2010 12:32:00 PM Hippo say sorry. Hippo web under construction.Mail Hippo-hippomail@hippofighthunger.com.Hippo web come back soon.
Hippo says smile Venke. Don't be hungry
From shyam, Thu 04 Feb 2010 12:12:12 PM great positioning...great insight...great execution....we usually eat snacks when feel hungry but don't want to have food. It's just an instant appetite that we want to satisfy by having something light...now there is the cliche.. Hippo should not be bought just in case of hunger...this way its purchase will be limited....but still the positioning is so strong that I would definitely think of hippo when feel hungry...
From Sachi Parikh Mehta, Thu 04 Feb 2010 12:05:49 PM Brilliant work Raj. Loved Packaging. Aaryan, my son loves it - and it's such an healthy option to Kurkure.
From sonam, Thu 04 Feb 2010 12:01:49 PM just saw a glimpse of Hippo and am already in love with him...... can't wait to see the complete him :)
From Arvind R P, Thu 04 Feb 2010 11:35:56 AM Simply brilliant. Creative idea, Brand property, Great execution, al there.
From Andy, Thu 04 Feb 2010 11:29:29 AM Loved the concept and the message...the track suits Hippo's personality bang on...what I like about Creativeland's work is that for each brand they come up with fantastic communication that enhances the brand personality a great deal.
From Prachi, Thu 04 Feb 2010 11:28:46 AM Such a simple and clear insight...hunger is the root cause of all problems. The commercial is really a novel way to look at the role of snacks in society. Very well executed and the Pyaar baathe chalo song perfectly gels with the theme.
From Tushar, Thu 04 Feb 2010 11:15:47 AM The ad is good and it breaks the clutter. Keep up the good work and sustain the same.
From Andy, Thu 04 Feb 2010 11:14:12 AM Loved the concept and the message...the track suits Hippo's personality bang on...what I like about Creativeland's work is that for each brand they come up with fantastic communication that enhances the brand personality a great deal.
From venke, Thu 04 Feb 2010 10:53:41 AM Nice Ad. But just dont understand what was the need to mention the website- www.hippofighthunger.com. Just to play the TVc again? very sad. Reconfirms the fact that mainline agencies are still struggling with digital.A website just to replay the TVC- y waste space on TVC to promote website which again only shows the TVC? y launch and promote a site when there is no content ready?
From kappywriter, Thu 04 Feb 2010 10:29:56 AM What an insight! What lovely craft! And what an execution! Loved it...
From darshak shah, Thu 04 Feb 2010 10:27:44 AM u guys are doin a great job....u all have taken this segment to the next level...
this according to me is creativity and this is what we atr taught in our management lec..'.think out of the box ' style of advertising is missing now a days
From Darpan, Thu 04 Feb 2010 09:23:23 AM Awesome work!
'Hippo' the name itself is a breakthrough. In addition, the film truly breaks all norms of the category. I think its NOT an overkill and sure is an idea that will generate enough interest for a long time. So go Hippo, "Pyaar baante chalo"...
From Dibakar, Thu 04 Feb 2010 09:16:24 AM Hippo TVC is great. What a insight! A nicely done. And love the song choice.
From Rav4, Thu 04 Feb 2010 09:11:15 AM The new Hippo TVC is amazing. Outstanding work for the category and easily one of the best Indian commercials I have seen in a while. Loved the fact that you never showed the Hippo. The shadow running fast a great touch to finish. More than anything it wasn't trying unnecessarily hard to be clever. Awesome stuff guys. Feels good to see a young agency doing such impeccable work.
