Parle Agro launches first ad campaign for its snack brand - Hippo

Parle Agro, a trusted household name in the beverage industry and an upcoming player in the foods segment, released the first TVC for its new snack brand 'HIPPO'. Mumbai, Maharashtra, February 10, 2010 /India PRwire/ -- Parle Agro, a trusted household name in the beverage industry and an upcoming player in the foods segment, released the first TVC for its new snack brand 'HIPPO'. Having completed a nationwide rollout since its launch in June last year, the brand has come out with its first television commercial. With social consciousness high on the company agenda, HIPPO's first ad is a lighthearted and satirical take on an issue with social relevance. The TVC is based on the belief that hunger is the root cause of evil - therefore kill hunger, kill evil. The campaign highlights the evils of society being resolved by offering HIPPO in situations of conflict, thereby restoring cheer, goodness and happiness amongst people. The entire film is seen through the eyes of Hippo, the brand mascot who is on a mission to make the world a happier place by fighting hunger. Throughout the film, Hippo relentlessly fights tribulations such as terrorism, child labour, violence and adulteration by offering HIPPO munchies to people. The line in the TVC, "Hippo ka manna hain ki duniya mein harr buraayi ki jadd hain bhook. Toh please, bhooke mutt raho" (Hippo believes that the root of all evil in the world is hunger. So please, don't be hungry), explains the HIPPO philosophy. The classic Kishore Kumar number, 'Pyaar baante chalo' which plays in the background further strengthens the brand's message of spreading love through snacking. The insight that an empty stomach is the devil's workshop stands true when one observes how an irritable or grumpy mood can be changed by killing hunger. Thus food is a great way of calming one down. The HIPPO ad campaign shows everyone resolving their problems and celebrating the 'fight' over hunger with packs of HIPPO. This approach not only breaks category norms but generates interest as well. Speaking on the ad campaign, Nadia Chauhan, Joint Managing Director & CMO, Parle Agro, said, "With the new TVC for Hippo, we have attempted to move away from category norms. Hippo doesn't want to be a metoo brand in a category cluttered with frivolousness in its communication. In the TVC, we have tried to integrate a social message into the brand in order to add soul and purpose to HIPPO. Hippo has taken snacking responsibly by positioning itself as a solution for hunger." The commercial, shot in Mumbai, has been released in seven languages. It is conceptualized by Creativeland Asia and directed by Equinox Films. The 100-second ad has 50 and 20 second edited versions airing on TV as well. A website, www.hippofighthunger.com, has also been created to generate buzz around the brand and take the proposition forward. It will involve contests and other engagement properties. Some corporate social responsibility initiatives are also being planned, apart from outdoor and radio advertising.