Giving a unique twist to its New Year campaign, Paperboat wishes for a better and bigger 2016, along with leading start-up players such as Hari Nair of HolidayIQ, Tanmay Bhat of All India Bakchod and Shaheen Mistri of Teach for India.
For Paperboat, the home-grown ethnic-flavoured brand of drinks, advertising always rode on childhood memories. The brand is back again with a powerful campaign, setting the tone for 2016 along with 14 start-up friends.
The video, which has been executed by Lowe Lintas Bangalore, features Paperboat, along with the start-ups, with the iconic song Hum honge kamyab playing in the background.
According to Kakkar, 2015 was an eventful year with the launch of the company's second plant in Mysore. It also rolled out its first-ever TV campaign, as well as partnered with Indo Nissin Foods as its up-country distributors. The company raised Series C funding in July and launched a full-fledged campaign to announce the launch of the Anar (pomegranate) flavour.
Kakkar adds that in 2016, the recipes will be improved upon and new drinks will be introduced.
Rajesh Ramaswamy, executive creative director, Lowe Lintas Bangalore, says, "When Paperboat first told us about its desire to make this film, we were like wow, who thinks like this? But then, that is Paperboat. They've always taught us how to think from the heart. We feel special to be a part of this beautiful tribute. We partnered with director Joyeeta Patpatia, who too, thinks from the heart, in order to make this come alive. Here's to a new India that thinks and dreams so beautifully."
"The video concept and execution are nice, but what it probably lacks is mass or large appeal. If the brand's objective was to build thought leadership, take a higher ground and leverage the start-up community," he says.
Dingra believes that the impact of this video will largely be limited to the internet intellectuals.
Meanwhile, Kartik Iyer, CEO and co-founder, Happy Creative Services, give a thumbs up to the film. He feels that it is an inspiring and campaign of a higher order.
Iyer believes that such films tend to create higher recall value as they do not just promote a product or service. In his opinion, some of the best campaigns of 2015 were designed on similar lines, such as Dabur Vatika's Brave is beautiful, Myntra's lesbian campaign, or the Red Label ad featuring a young couple in a live-in relationship.