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Paper Boat: Tasty Memoirs

By Satrajit Sen , afaqs!, New Delhi | In Advertising | November 10, 2014
The juice brand's latest activation-based campaign attempts to bring youngsters closer to their parents by igniting fond memories.

Together, food and family make for some of the fondest memories. Leveraging this fact is Hector Beverages' 'traditional juice brand' Paper Boat. The brand has launched an activation-based campaign to bring the younger generation closer to their parents. It is called the 'Postcard Campaign'.

Paper Boat Postcard Video

Paper Boat Twitter Promotion

Neeraj Kakkar

The company is in the process of placing replicas of post boxes in select office canteens, all over the country. Right next to these boxes, specially designed postcards (made by Paper Boat in conjunction with the Indian Postal Service) are put up. All people have to do is write letters to their parents, on these postcards, and put them in the 'post-box'. Paper Boat will handle the postage and delivery.

The installation of the post boxes began a few weeks back; the process is still underway. So far, the campaign has covered around 80 offices in Delhi NCR and Bengaluru.

Neeraj Kakkar, CEO and founder, Hector Beverages, says, "Paper Boat loves to ignite fond memories and take people down the memory lane. Most of us remember postcards very fondly. The image of a postman bringing a postcard home always brings a smile to our faces. So, we thought, what better way of connecting people with their folks than through a post card?"

India Post has made special Meghdoot Postcards for the campaign. These are based particularly on the father-child relationship. Paper Boat has also released a video on the postcard activation. Toko Innovative Studio is the digital creative agency that is working on the campaign.

The video, which has crossed 41,000 views on YouTube, narrates a touching story of a boy and his father, through the years. It covers his childhood days as well his adult life, one in which he is living in a city far from home. Speaking about the insight that led to the film, Kakkar adds, "Our society has undergone a massive change over the last decade. Across the country, many people have migrated to larger towns."

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