Ad Strat: Jumpin – Bade Kaam Ki Masti

23 Apr,2012

Rajesh Saathi – Director, Keroscene Films

 

Name of the Campaign: Jumpin Bade Kaam Ki Masti

 

The Brief:

Jumpin has been present in the Indian market for over 15 years now, with a loyal set of consumers. We were to show that the new Jumpin has the delicious taste of real Alphonso mangoes, and the rich, thick, lip-smacking juice gives you loads of energy.

 

[youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=dTlGqnHyHLY[/youtube]

Research insights:

The communication task in hand was to make consumers relook at Jumpin in the clutter of options that are available to them and give them a reason to choose Jumpin over other mango drinks available in the market.

 

The thought process behind the creative:

The TVC is highly clutter breaking and brings alive the brand as a Jumpin-boy who is smart, active and quite the all-rounder – enjoys his studies but makes sure he doesn’t miss out on fun. He is full of beans and is quite mischievous and cheeky, exploring boundaries and handling everyday challenges with zealous enthusiasm

 

Media vehicles chosen: TV

 

Key issues kept in mind while executing the ad:

Clutter breaking communication; to stand tall amidst clutter:  Keep the humor quotient high…..bring alive the idea of fun and masti but with a cause, hence Bade Kaam Ki Masti

 

Drive the stickiness of the copy and enhance the appeal:  Excellent use of the classical Bollywood hit “Nani Teri Morni Ko Mor Le Gaye” enhances the appeal of the film. Superb work done with the remixing of the song makes it even more contemporary.

 

Does the treatment do justice to the brief:

The one line brief on the communication task was – To make consumers (kids/moms) relook at Jumpin in the clutter of options that are available to them. The TVC completely does justice to the brief and the overall treatment of the film, its tonality, the song and the storyline helps relaunch Jumpin into the big league.

 

What according to you is the differentiating factor about the ad?

Excellent use of the jingle “Nani Teri Morni Ko Mor” to establish the storyline and hence the idea of Bade Kaam Ki Masti

 

Market and client feedback for the Jumpin TVC:

It had been about 6 years since Jumpin last advertised in 2006 and communicated with consumers through mass media. In the meantime, all leading mango drink players were not only very aggressive but also spurred their growth through much larger media presence. The challenge with Jumpin was to not only stand out amidst the clutter but also to appeal to the strategically selected audience, kids aged 10-14yrs. To achieve this, it was pertinent to seamlessly weave the brand promise of “Bade Kaam Ki Masti” into the storyline and also stay true to the personality of Jumpin being a fun & playful brand.

 

Through this new TVC jumpin not only manages to capture the attention of kids but also engages them comprehensively. The excellent use of the classical Bollywood hit “Nani Teri Morni Ko Mor le gaye” increases the appeal of the film. It helps to cut across the age barrier and is being equally liked by adults as it takes them on a nostalgic trip since they also grew up listening and singing the song to their grandmothers.

 

Initial response to the TVC has been phenomenal. Everyone who has seen the film has immensely liked the film & found it entertaining. They have also appreciated the big idea of “Bade Kaam Ki Masti” and are seen humming the song Nani Teri Morni koMor…

 

The same has been equally liked by our trade partners and retailers.

 

Post a Comment 

One response to “Ad Strat: Jumpin – Bade Kaam Ki Masti”

  1. Aruna Kumari says:

    Quite a lot of thinking goes into making an ad right? Well, have you checked out Jumpin’s new video…an animated dance battle between 2 nanis? This time it is not just the mind that has been involved in the ad making…they have put in their hearts as well. Each share of the video will pledge Rs 2 for education of poor kids via Save the Children NGO. Great cause is just a click away!!

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