By Malay Desai
By : O&M
Coca-Cola’s packaged drinking water brand Kinley’s new film as part of its ‘truth’ campaign features young and old Indians in a variety of social situations. Two adult sons confess on a dinner table to their mother that they had forgotten her birthday yet again; a wife confesses to her angry husband to have spoilt his shirt and spares the ‘dhobi’ a hearing; an employee confesses bunking work to his boss in an elevator; a girl confesses snitching about her sister’s boyfriend to her mother and a lady confesses checking her boyfriend’s phone. All the confessors get a positive response from their listeners, and the film ends with the campaign hashtag.
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How do you market plain water packed in a bottle? After all, it doesn’t have ZPTO technology, pain-relieving micro-particles or bacteria-killing shiny particles – it’s just, water in a bottle. And if the market dominator (Bisleri) has already carved the ‘purity’ niche and has long stood as a synonym for packaged water itself, things get tough. But then that’s where your hefty cheque to Ogilvy and Mather does its job.
Last year, O&M launched a TVC for Kinley with a new positioning – ‘Boondboond mein sacchai,’ changing the brand’s earlier niche of ‘vishwas’ and ‘yakeen.’ Sacchai, or truth, is a simpler, more powerful concept and it may have seemed tough to execute without seeming holier-than-thou but with AshishVidyarthi and a taut script, Kinley pulled off a great ad. When spoofs started to be made of the film, we knew it had done its job.
This year, truths have shifted positions, if not changed. Digital media is a must-have reality and O&M has, instead of investing in a senior actor, put its energies in an idea that’s adaptable across platforms. Wait, it has also banked on someone’s who’s becoming a silent star of Indian web films, Bollywood’s Swanand Kirkire (who we spoke of just last week for a fabulous online film for Scotch Brite).
The treatment comes straight from in the box –throw a bunch of you-and-me looking Indians across ages and create comic timing from mundane situations. The situations are real – behaviours such as forgetting birthdays, bunking work and assorted screw-ups with spouses and partners.
But the suggested actions want to convey that Kinley is a truth potion! The exaggerated confessions make for many ‘aww’ moments (checklist point number 3 in a web film) and they work because you-and-me who will share this on our Facebooks know we won’t have the gumption to confess in these ways.
Kirkire and Papon recreate a Barfi! feel in this soundtrack, that’s easily the nicest one of the year in Indian advertising so far. Going by Kinley’s very first ‘hai yakeen’ film, the legacy of lovely soundtracks is intact.
When there’s no ZPTO, only truth particles work!
(To watch this film,feed this link in your browser - bit.ly/ViewTubeJuly13)
YOUR REGULAR DOSE ON THE SHIFTS IN THE SOCIAL MEDIA UNIVERSE
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