April 5 2016, 14.39 PM IST || Pocket News Alert
Launching Chilli Guava and Neer More across India
New Delhi, April 5, 2016:
To transport you to a time of innocence and endless play in warm sunshine is what Paper Boat aspires to do with every drink.
This summer, Paper Boat brings back the taste of a near-forgotten memory: running out of school when the bell sounded, a coin clutched in our hands, straight to the the la laden with mouthwatering guavas. With the new drink, Chilli Guava, relive inseparable friendships – exactly like chilli powder and guavas – sweet, sour, with a tang of spice and a raw bite.
A second surprise 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. Atumbler 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.”
Please find below a link to the TVC:
Chilli Guava - https://youtu.be/xoFZ53OYW5
Aam Panna - https://youtu.be/heta137GEGI
Aamras - https://youtu.be/2BZjq-tYeB8
Agency Credits:
Client: Paper Boat
Creative Agency: Lowe Lintas Bangalore
National Creative Director: Arun Iyer
Executive Creative Director: Rajesh Ramaswamy
Business Head: GV Krishnan
Business: Sonali Khanna
Paper Boat Introduces Chilli Guava
The Story of Chilli Guava
Born in Mexico in and around 1500’s, Guava moved to South America promptly and soon became a popular fruit across Asia and particularly India. Such are the adventures of this magnificent fruit from the tropics.
One of those sparkling childhood memories of guava involves the restless few minutes before the school bell. The old school guard pushing open the gate. Little steps rushing to the aunty with her basket of guavas resting under the big banyan tree.
And today, capturing the memory, squishing it, and putting it in a pack, Paper Boat has launched Chilli Guava across general, modern and online trade.
If you were wondering about all the health stuff, trust us, Guava has it all covered for you. With properties like boosting immunity, Guava even helps in keeping a sane tummy and busting stress apart from balancing the body’s Sodium and Potassium levels. It is good for the eyes, great for the skin and brilliant for blood circulation to the brain, and is quite literally food for thought.
Paper Boat Chilli Guava is available across all general and modern trade channels across India. One may also click the link and order a pack of six without breaking a sweat:
