Dentsu India creates Laban’s first campaign for India

23 Nov,2017

By A Correspondent​

 

Laban Stretchy Man, the new human shaped, stretchy, fruit flavoured chews from Orkla, has been launched and localised by MTR Foods in India. The brand joined hands with Dentsu India to launch its first TV film for the product, bringing alive the key properties of Laban.

 

Said Samrat Chengapa, Senior Vice President, Dentsu India: “Communicating to children is a happy problem. They’re imaginative and relish the randomness you throw at them. Especially in a category that is flooded with humour. Laban is a product that is truly imaginative at the product level. And that set the platform for us to build on with a memorable jingle that captured the in-built craziness of being stretchy and human shaped.  With this TVC, we’ve managed to showcase all the fun and create a sing-along track that kids will just love. And this is just the beginning.

 

Added Sunay Bhasin, CMO, MTR: “Laban is a powerful product that is capable of sparking imagination and encouraging creativity in the consumer’s minds. For its first TVC campaign, we wanted to focus on what makes Laban so unique by showcasing its differentiated properties and at the same time emphasize on the true spirit of joy and playfulness that the confectionary personifies. The new TVC is fun, engaging and relatable for our consumers with a memorable jingle “Laban ki Pahunch Lambi Hai” that has added to its fun aspect. We know that this TVC will be well-received and loved by our consumers.”

 

 

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