Creativeland Asia has conceptualised a new TVC for Parle Agro’s Saint Juice that stands apart in the clutter of fruit juice ads. The ad aims to highlight the 100 per cent pure juice proposition of Saint Juice brand and coincides with Parle Agro’s plans for a national rollout of the fruit juice brand.
Christened ‘Creation’, the TVC beautifully presents the 100 per cent pure juice and no preservatives and no added sugar plank of Saint Juice brand. The film shows nature coming to life as dawn breaks – birds chirping, dew drops forming, little critters soaking in the sun. Amidst all this, is shown the ‘blooming’ of Saint Juice Orange, Saint Juice Grape and Saint Juice Mixed Fruit packs in a time lapse format. The ad has no voiceovers and ends with a super: ‘Juice the way God meant it to be’ and the Saint Juice logo.
Elaborating on the ad, Sajan Raj Kurup, Chairman and Chief Creative Officer, Creativeland Asia, said, “The execution is the simplest possible expression of the philosophy of the brand. The idea was to create something evocative, like we did with everything else on the brand – from the brand name, to the packaging, to the outdoor campaign, to even the back of pack copy.”
The TVC has been directed by Prakash Verma of Nirvana Films. The animation was done at The Mill, London, and the VFX house involved in the making of Hollywood blockbuster ‘The Gladiator’. The same team that worked on the Cannes Grand Prix winning Cadbury Gorilla ad and other much-awarded and acclaimed work from the West created the VFX for Saint Juice. The music has been composed by Rupert Fernandes, while Darshan Vijaygopal has done the sound design.
The film was shot in the picturesque countryside of Thailand and involved more than a month of intensive pre-production work, followed by four months of post-production work.
Speaking further, Kurup said, “It is perhaps the first Indian film to be worked on by The Mill. It took us months and months of research and experimentation to get the organic feel right. Every movement, every frame had to look as real and seamless as possible.”
Nirvana Films’ Prakash Varma said, “Purity and freshness is something Raj and I tried to bring in to each shot of the film. We worked tirelessly to keep it simple and yet as close to perfect. I learnt a lot through the process.”
“We had been looking for an opportunity to work with an Indian agency for a while. When we were approached by Creativeland Asia to get involved in the Saint Juice project, we jumped at the chance because of the creative challenge it presented and the fantastic opportunity to work with a like-minded company from, what is for us, a new and exciting market,” said Ben Stallard, Executive Producer at The Mill.