Perfetti Van Melle India (PVMI) has taken to the outdoor space for its latest promotion. The confectionery major has converted the advertising medium of the age old helium balloon into an attention grabbing outdoor campaign for its brand Big Babol, launched in India in 1994.
From a distance it looks like a kid is flying in the air, enabled by the giant bubble that he has blown. On reaching close one realises that it is actually a giant helium balloon branded with Big Babol, under which a mannequin of a kid is attached and this is what is creating the impression of a kid who has blown a giant bubble and is flying. This innovative execution conveys the message of “blow the biggest bubble with Big Babol”.
Commenting on this outdoor campaign, Namita Gupta, Category Head, Perfetti Van Melle India, said, “This outdoor campaign is in line with the Big Babol communication that centers around the big bubble one can blow with it and how it can be used to one’s advantage. It consolidates the brand positioning of ‘Bade Kaam ki Cheez’. One look at this outdoor installation and a story is conveyed of a kid who has blown a giant bubble with Big Babol and is flying with it. The campaign is simple in execution, while clutter breaking at the same time.”
Baljit Singh, Brand Manager, Big Babol, added here, “Big Babol is a key player in the bubble gum category and has been extremely active with the launch of innovative products like Fili Folly, which is a cotton candy cum bubblegum, and variant Big Babol Color Magix, whose USP is consuming two different colour bubble gums at the same time to get a third colour gum. This innovative streak continues in the current outdoor campaign and we hope to grab a lot of eyeballs and create further excitement around the brand.”
This campaign can be seen at the MGF Metropolitan Mall on MG Road, Gurgaon, starting from September 7 to 17, 2011.