The hunt for the missing pulp continues

A hot summer is soon to descend upon Indians, and beverage brands are all pumped up to meet the challenge. Or should we say ‘pulped’ up in the case of Minute Maid Pulpy Orange, the orange drink from Coca-Cola India. A new ad for the brand has already hit television screens, even though winter is still to slacken its grip on most parts of India.

The new communication brings back the question, ‘Where is the pulp?’, which was raised in the launch campaign featuring popular VJ Nikhil Chinappa last year. The new television commercial (TVC) revolves around the thought that every time a consumer drinks a Minute Maid Pulpy Orange, somewhere, an orange loses its pulp.

The ad, created by Leo Burnett, is being touted as a cooler and fresher avatar of the earlier one. It emphasises the theory that more and more consumers are experiencing the ‘magic’ of the pulp. The TVC shows a montage of situations in which people are taken by surprise in various locations as they touch and see an orange deflate – in a mall, in a kitchen, at home, or while hanging out with friends. All of them are curious and have just one question, “Where is the pulp?” Towards the end, it is revealed that for every deflated orange, there is a Minute Maid Pulpy Orange being consumed somewhere by someone.

Sainath Saraban, executive creative director, Leo Burnett, says, “Having established the launch line, ‘Where is the pulp?’, we decided that this time around, too, we would dramatise the missing pulp idea, but in a different way.”

The TVC was conceptualised by Saraban and Sambit Mohanty of Leo Burnett. Shot in Malaysia, the ad was directed by Malaysian filmmaker Farouk Aljoffrey of Planet Films, while the music was composed by Ram Sampath.

Coca-Cola India’s on-ground marketing activities for Minute Maid comprise road shows, including extensive experiential sampling sessions in markets, offices, malls and colleges, all backed by a range of contests.