Lilliput Kidswear Ltd, a dominant player in the Indian branded kidswear industry, has unveiled a new TV campaign to further fortify its brand. The TVC presents several situations where a kid has been identified as Lilliput, signifying ‘Where there is a kid, there is a Lilliput’.
The TVC has been created by Focus ad agency, while the creative director is Monish Ghatalia. The communication has been developed around the core properties of immense reach, popularity and loyalty to the brand.
Speaking on the new TV campaign, Ghatalia explained, “The idea was to break clutter in the kidswear category. We want to get kids to ride the brand. The TV campaign communicates the reach of brand, owns the kids category and communicates largeness of brand.”
The TVC shows various situations where a child has been lovingly referred to ‘Lilliput’ – two women walking in a mall talk about their families and of them says that her family comprises “Me, my husband and two Lilliputs”, referring to her two mischievous kids. Another shot shows two teachers readying their respective groups of kid dancers, when one of the teachers gestures towards her group of beautifully dressed girls and says, “My Lilliputs”, while the other teacher, too, refers to her group of boys preparing for the dance as “my Lilliputs”. The Principal looks on with considerable pride and joins in with “Our Lilliputs”. The third shot shows a pregnant woman standing by the window when a little hand comes over her tummy with a Lilliput bag. She looks down to find her son who has bought something from Lilliput for the soon-to-be-born. The voiceover says: “Welcome Lilliput” and the ad ends with the voiceover saying: “Where there is a kid, there is a Lilliput”.