MUMBAI: Publicis Beehive, the full-service ad agency from Publicis India, has won the creative mandate of established snacks and namkeen player, Balaji Wafers. The account was won via a thickly contested multi-agency pitch, where the client found favour with the idea put forth by Publicis Beehive.
To be handled out of the Mumbai office, Publicis Beehive will strategise and execute forward-thinking communication for the brand while establishing its legacy as a trusted and leading snacks player in the Indian market.
Flagging off the partnership, Publicis Beehive has launched an integrated ad campaign led largely by a series of TVCs that show how Balaji Wafers is uniquely positioned in the marketplace and is the favourite choice of the consumers. The campaign would be launched across major traditional avenues including television, print, outdoor, radio, and digital. The brand will initially launch two films currently, while the third film will be launched at a later date.
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Commenting on the news, Balaji Wafers Pvt Ltd director Keyur Virani said, “Publicis Beehive got the insight on the brand and value proposition spot on. The creative execution of their thinking was disruptive too. Subtle humour in the category of wafers and snacks is so difficult to achieve and we were pleasantly surprised to see how easily they married this style of storytelling.”
Sharing his views on the brand thought and execution, Publicis Beehive COO Paritosh Srivastava said, “Balaji Wafers is a trusted name in the snacks and namkeen category and we are delighted to have them partner us as they embark on a quest to become a household name across India. The key insight was to play on the one factor that sets the brand aside from the others – less air and more wafers. What better way than to relate it to real life instances. We are excited with the inaugural brand campaign and are positive that it will connect innately with the consumers at large.”
With brand loyalty as the underlying theme, the campaign reveals the unique features of the product and how it is distinctly positioned in the marketplace. With its key proposition of ‘Kam Hawa, Zyaada Wafers’, the campaign explores unique real-life situations where we often come across people who love putting up a superficial act, all to draw some undue attention of others around them. That’s where Balaji Wafers comes in to remind them that it’s important to not revel in a superficial world but rather live in a real world where only the truth matters.
