Paper Boat, has been in news for its innovative advertising since its launch in 2010, with its latest campaign a special take of Hum Honge Kamyab. It captures the colours and spirit of India with Sunidhi Chauhan belting out Hum Honge Kamyab in the background. The campaign that released last week, not only wishes its viewers Happy New Year but also encourages them to go out and achieve their dreams, whilst depicting the new entrepreneurial India and has been executed by Lowe Lintas Bangalore.
Commenting on the campaign, Neeraj Kakkar, Co-founder & CEO, Hector Beverages says, “With a sparkling new year right around the corner, it was the perfect time for us to make a wish too. And so, on the eve of 2016, with bated breath and butterflies, all of us at Paper Boat, together with our very inspiring friends around India, made one small wish - one that we hope you will hum along with us, all year long: Hum Honge Kamyab”
The three-minute video captures the recent start-up boom and features a string of well-known achievers across different fields from Sheelika Ravishankar of Team Indus (India's first independent mission to Moon), Jaydeep Mandal of Aakar Innovations, Shaheen Mistry of Teach for India, Amuleek Singh Bijral of Chai Point, Anoj Viswanathan of Milaap, Pallavi Gupta of MK Dabbawalla; Shubhra Chaddha, Chumbak and Tanmay Bhatt of All India Bakchod.
“Paper Boat and Lowe Lintas together came up with the idea of a ‘great digital version’ of Hum Honge Kamyab, the result was a film which leaves you with a sense of hope and depicts the India of today. The brand connect is subliminal. “says Arun Iyer, Chief Creative Officer, Lowe Lintas
The video aims to fill viewers with hope for a better tomorrow and bring them closer to achieving dreams
A wish to see no woman stay back at home
To bring the moon a little closer,
That everyone use internet
Every child grew up learning the same thing
Promoted on the digital platform, it has got approximately 9 lakh views on YouTube and Facebook till date.
View full film here
Client: Paper Boat
Creative Agency: Lowe Lintas Bangalore
National Creative Director: Arun Iyer
Executive Creative Director: Rajesh Ramaswamy
Creative Art: Rexena Devraj, Joann Joseph
Creative Copy: Indrasish Mukherjee, Pradhumn Acholia and Navin Muraleedharan
Business Head: GV Krishnan
Business: Sonali Khanna, Smrithi Ramanujam and Advithi Kumar
Our typical marketing budget is usually 10 per cent of the topline spend
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