The latest TVC campaign for Safari, a brand owned by Middle East based confectionery manufacturer Gandour, combines the real world and the animated world to take the viewers on a safari. The TVC brings an adventurous jungle tale to life in a college classroom setting, depicting two worlds – one, which is mundane and ordinary, depicted realistically; and the second, an enthused and filled with fun and imagination, depicted through animation.
The brief to the Hyderabad based Associated Advertising – the creative and media agency on record for Gandour India Food Processing was to devise a communication strategy for Safari – launched recently in India – that encourages the youth to look beyond the existing chocolate brands.
Building on the ‘Safari’ brand name and the distinct jungle theme packaging of the product, the agency crafted the proposition: Take your taste buds on an adventure!
According to Adetya Agarwal, Director, Associated Advertising, the agency wanted to showcase Safari as an enabler of adventure. “We wanted to attract the attention of a generation always looking for new and exciting things to explore. The idea was to create a visual and copy message that induces trial, leading to repeat consumption,” he said.
The campaign that started in early January and will be on air till mid February, spans across various genres including Kids, Music and Movies - both National and Regional. The campaign is being supported by OOH in select cities, Radio, and POS. In-store activation at select malls is in the plan.
The main intent, according to Vishwanath Tiwari, Managing Director, Gandour India Food Processing, is to build on brand awareness for Safari that was launched in India recently, and “position the brand towards kids and young adults, with an association to adventure.”
The company that started its India operations in mid 2010, was till then, exporting its products to India. Other brands in the company’s portfolio include Tourist (in three flavours), Pep-up, Tofiluk, and Demolino. Most of the brands are available at competitive price points of Rs 2, Rs 5 and Rs 10.
Client: Gandour India
Agency: Associated Advertising
Account planning & servicing: Adetya Agarwal
Creative: Manish Dodani
Production: In house
Direction: Vikram Aggarwal