Everest Brand Solutions has recently launched a TVC for Parle’s Kachcha Mango Bite (KMB), one of the latest editions to the portfolio of the company’s sweets and confectionery segment. The ad targets kids across India, and conveys the product’s rich taste of raw mango through sequences full of antics between the two personified eatables – the kachcha aam (the raw mango) and the actual product.
The TVC, through several sequences, shows that the Kachcha Mango Bite copies the raw mango to an intolerable extent. In a final act, when the Kachcha Mango Bite imitates the raw mango while playing tennis, the latter throws his racquet down in anguish and raves, “Please play the game! Stop copying me, please!” In response to this, Kachcha Mango Bite throws his racquet down and repeats the words verbatim. The ad moves to yet another sequence that shows a kid chose the Kachcha Mango Bite at the final stage of reckoning, simply because of the product’s superior taste as compared to the raw mango.
N Padmakumar, NCD, Everest Brand Solutions, said, “We wanted to take the concept of ‘kachchey aam ka copy’ to the next level, and thus the idea of imitation between the product and the kachcha aam. The insight for the film has come from the fact that kids always love to irritate people by imitating others.”
Commenting on the TG, and the media plan, Padmakumar said that the ad was particularly designed keeping in mind kids across all sections of the society, and that TV channels like Nick and Cartoon Network were ideal for ad placements.
Scripted by Mustafa Rangwala and directed by Ashim Ahluwalia of Future East Productions, the commercial has used 3D animation as a tool to personify both the product and the kachcha aam.