Havmor – Goodness The World Deserves – 12th man
They have come-up with a 360 degree campaign around ‘Goodness the World Deserves’. The campaign has been rolled out across various integrated platforms which include television, print, OOH and social media.
Havmor – Goodness The World Deserves
Mumbai, April 22, 2016: Havmor, a renowned food brand headquartered in Ahmedabad, has delighted many with its delicious offerings since 1944, now spread across states like Gujarat, Maharashtra, Goa, Rajasthan, Punjab, Delhi, Madhya Pradesh & Telangana.
This fast growing company has just launched a new brand campaign with the tag-line ‘Goodness the world deserves’. The brand is going national and the release of its first ever television commercials, ‘RJ’ and ‘12th man’ is one of the first steps that reflect their ambitious 360 degree plans that also include revamping the brand identity, packaging, retail identity and overall corporate structure amongst others. The campaign has been rolled out across various integrated platforms which include television, print, OOH and social media. Havmor believes that no matter what the state of life may be, people always deserve goodness, and a quality made ice cream is just the thing to usher that in. Publicis Ambience is the agency that has worked on the campaign.
“At Havmor, we have been making ice-creams since 1944 and one thing that hasn’t changed across three generations is our approach towards the product. We believe in using real milk and high quality ingredients to create our ice cream, which also makes it the perfect food to lift our mood. So when the agency presented the idea to us, we felt that it was true to our product and a fresh and relatable take on the category” said Ankit Chona, Managing Director, Havmor.
“We are living in cut-throat world that is full tensions and pitfalls. And generally speaking, a lot of things can get you down. From a distressing incident in personal life, to the current social scenario, there is enough and more happening that can make us feel low. In this context we recognized that a traditionally ‘fun and celebratory’ product, can don a powerful new role. With their milky, sweet and vibrant goodness, ice cream is the perfect candidate for lifting the human spirit and keep it moving on, whenever we suffer a blow, and it is from this starting point that we approached the campaign” said Paritosh Srivastava, COO, Publicis Ambience.
Jigar Fernandes, ECD, Publicis Ambience said “When you’re down, all it takes is an understanding hand on your shoulder – a simple gesture enough to make things a little better. The RJ film talks to everyone who has to wear a mask at work, no matter what they’re going through inside. The 12th man’s story talks to ‘fringe’ team members who doubt if their contribution to the team is good enough.”
With the help of their digital agency Prodigitz Media, various digital mediums like Facebook, Twitter, YouTube and Instagram were used to reach out to ice cream lovers asking them to express what Goodness stands for. Twitter users were asked to post their experience of goodness by using #SpreadTheGoodness, while #CaptureTheGoodness was activated on Instagram. Likewise various other digital platforms were employed by Havmor to spread goodness across the nation. The campaign has received over 17,15,578 likes on Facebook, 2,21,465 likes on Instagram and 924950 views on You Tube. It has also been retweeted multiple times on Twitter.
“We leveraged various digital platforms to initiate dialogues amongst our audience to create real stories by influencing others to participate in this initiative. We are extremely pleased to see how well the campaign has been received by our audiences and we are hoping to see a similar response to the next phase of the Goodness the World Deserves campaign”, added Ankit Chona, Managing Director, Havmor.
The ad campaign has been directed by Kamlesh Soni from Conversation Films.
About Havmor:
Havmor, a renowned ice cream & food brand headquartered in Ahmedabad, Gujarat has delighted many with its 30,000+ ice cream outlets spread across Maharashtra, Rajasthan, Madhya Pradesh, Goa, Delhi, Punjab & Telangana apart from Gujarat and it will soon spread pan India. Havmor offers a wide range of over 160 ice creams, each manufactured at its hi tech plants which are ISO 22000:2005 certified. Havmor has also been honoured with prestigious Times Food Award for being the best ice cream brand for eight consecutive years! It recently won the maximum number of awards in “The Great Indian Ice Cream Contest 2016” organized by Danisco Dupont in Delhi.
About Publicis
Publicis Worldwide is now represented by the following entities in India – Publicis Ambience; Publicis Beehive; Publicis Capital; Publicis iStrat; MarketGate and Red Lion. Combined these entities make Publicis Worldwide among the top ranked agency networks in India – with offices in Mumbai, Delhi (NCR) and Bangalore. With over 500 awards since inception Publicis has won accolades at all major local and international award shows – Cannes, Goafest, Clio, One Show, D&AD, Adfest, Spikes. In India Publicis works with an impressive array of clients that include Ambuja Cement, Bacardi Martini, Bayer India, Beam Global, Bharti AXA, Burger King, Citibank, Enamor, Fab India, Gujarat Tourism, India Bulls Housing Finance Ltd, JK Helene Curtis, Lakme, L’Oreal, MTR, Makemytrip.com, Malaysia Tourism, Nerolac Paints, Nestle, Procter & Gamble, Sanofi, Subway, Skoda Auto India among others.
#GoodnessTheWorldDeserves
Credits:
Production house: Conversation Films
Director: Kamlesh Soni
DOP: Amit Roy, Kamil Plocki
Producer: Azad Anesh
Music Director: Anand R, Shubhojit Mukherjee
Creative team: Bobby Pawar, Jigar Fernandes, Guruaj Rao, Srijan Shukla
Account Management team: Paritosh Srivastava, Anirban Mukherjee, Aastha Kohli, Akanksha Varma
Planning team: Namit Prasad
Films team: Jignesh Maru, Nupur Agarwal
