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Eveready's 'Give Me Red' comeback with Akshay Kumar: Does it really shine?

Eveready's 'Give Me Red' comeback with Akshay Kumar: Does it really shine?

Author | Ankur Singh | Thursday, Jul 17,2014 8:09 AM

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Eveready's 'Give Me Red' comeback with Akshay Kumar: Does it really shine?

In a bid to keep up with the ever-changing digital world, Eveready released its latest campaign, which showcases its new product line (portable smartphone chargers, LED lights and home lights) targeted at the young consumer. The brand has launched a Rs 40 crore, its biggest ever, advertising campaign. The four-month campaign, ideated by Rediffusion, takes off from its decades old “Give Me Red” campaign.

In its comeback avatar, “Give Me Red” stands for limitless power, originality, creative freedom, and youthful energy.


The TVC shows Akshay Kumar invent a new game using the wide range of Eveready products. The film features a group of young people playing a video game at home. Kumar enters, switches off the game and suggests that they play something new. He inserts Eveready batteries into a torch, and starts switching it on and off repeatedly. Taking his cue, a group of girls in a neighbouring house, respond displaying illuminated CFL bulbs mounted on geometric structures. Groups of people from neighbouring apartments join in using the brand’s other products to create patterns such as a moving race car, fireworks, a rocket taking off and so on, on buildings. Kumar orchestrates the patterns in perfect symphony amongst a cheering audience. Kumar invites viewers to join them at the ‘Next level of power.’ The film ends with the blinking lights forming the tagline ‘Give me Red.’

What works for the ad

The company feels that the marketing campaign will give a larger than life experience to the consumers through a 360 degree approach covering television, print, outdoor, radio as well as new age digital platforms.

Amritanshu Khaitan, Managing Director, Eveready Industries said, “Give Me Red stands for more than just the colour red for Eveready – it is the brand identity of power and energy. I believe the new campaign will extend Eveready beyond batteries and position itself as a portable power and lighting solutions provider.”

“Over the years, consumer experience has made Eveready a trustworthy, reliable and authentic brand. It understands the needs of young Indians and speaks their language. Give Me Red still resonates with a generation – hungry for everything new & on the move,” said Anil Bajaj, Vice President-Marketing, Eveready Industries.

Komal Bedi Sohal, Chief Creative Officer, Rediffusion Y&R said, “The campaign presents "Give Me Red" in a brand new avatar and make it relatable to today's youth along with showcasing its new products such as mobile chargers, LED lights and home lights.”

On the flipside

According to Nima Namchu, Chief Creative Officer, Cheil India, “While dry batteries might have become a thing of the pre-liberalisation days, "Give Me Red" is probably one of the most memorable taglines in the history of Indian advertising - when you hear those three words, they always conjure up images of thunderbolts and lighting, Eveready batteries and a whole lot of red. Having said that, if the objective was to surprise the consumer with the fact that the brand has now moved into newer and more relevant categories like mobile chargers and LED lights, I think the campaign falls short - the treatment is reminiscent of Eveready of the nineties and the newer exciting categories like mobile chargers and LED somehow did not shine through.”

You can watch the ad here:

Fineprint

Lloyd Baptista of Seven Films has directed the campaign. The jingle has been conceptualized and written by Nilanjan Dasgupta, ECD, Rediffusion Y&R, along with lyricist Ashish Biswas. The music director is Prashant Vadhyar. The male singer is Subhajit Mukherjee and the female singer is Wrisha Dutta.

Eveready has sold more than 1.2 billion batteries and 25 million flashlights. Apart from these, Eveready now offers a basket of other products. Most of these products have been launched in the recent past and include lanterns, radios, rechargeable fans, power back up for mobile phones, CFL, GLS lamps, other lighting products and packet tea. Eveready has an extensive distribution network of 3,000 distributors reaching all the way down to 5,000 population towns.
 

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