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Hippo’s World Toasties wishes for a world without borders

10-October-2012
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Hippo’s World Toasties wishes for a world without borders

‘Food has a special place in the hearts of every human and to a large extent is what holds a society together. There are no superficial boundaries, divisions and limitations in sharing food with people from across the world’. Creativeland Asia has taken this thought into the ad film launching Hippo World Toasties ‘Flavours Without Borders’.

Parle Agro’s new Hippo variant, World Toasties, comes in a range of international flavours that include Mexican Cheese and Spicy Jalapeno, Afghan Tawa Masala, Spanish Hot and Sweet Tomato, Thai Chilli Garlic, Greek Yoghurt Cream and Onion, and Desi Chatpatta.

The campaign captures the thought that we could live the dream of a world with no borders by sharing our food and enjoying it together. The TVC seen through Hippo’s POV is of Hippo’s journey to realise his dream of a ‘World Without Borders’ with ‘Flavours without Borders’.

Commenting on the TVC, Nadia Chauhan, Joint Managing Director and CMO, Parle Agro said, “It’s Hippo’s biggest mission ever. And the TVC captures it beautifully. With Hippo, the purpose is to create something that will outlast the munchies in the pack. ‘Flavours Without Borders’ is an attempt towards that. This should resonate with Indian audiences who are culturally brought up in a seamless environment of many flavours of food and food in India has always been a social glue.”

Hippo traverses across Afghanistan, Mexico, Spain, Thailand, Greece, India, etc. gathering signature flavours of each nation. At the end, we see people come together with openness to share as Hippo hoists a multi-nation flag with a VO ‘Hippo sare borders mita kar le aye hai naye world flavours, is asha mein ke ek din duniya banegi bina borders ke. Hippo World Toasties – Bhuke Mat Raho’.

Remarking on the idea behind the campaign, Sajan RaJ Kurup, Founder and Creative Chairperson, Creativeland Asia said, “Hippo has a child-like wishful purpose in everything he does. He is out there to outdo hunger as he believes that hunger is the root of all evil. This time around to launch Hippo world toasties with a host of international flavors, he dreams up ‘Flavours Without Borders’, because he believes that sharing food can bring people together. Making this film was an interesting experience as Ram (Madhvani) and I went on a road trip with Hippo capturing him sharing and exchanging munchies with people from different parts of the world.”

He adds, “The brand’s essence is also captured in the packaging design. The Hippo packs are an intuitive burst of colour, signifying the colours of the six different nations, allowing consumers to effortlessly identify the flavour of the respective nation.”

‘One love, one heart’, the sound track for the commercial is a cover of the original soundtrack from one of the world’s renowned musical activists, Bob Marley.

Credits:
Client – Parle Agro
Agency – Creativeland Asia
Production House – Equinox Films

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