Mumbai: The rains are here. And so is a rather fun campaign from Jeera, the popular refreshing Jeera Masala drink from the house of Xotik Frujus.
Conceived by 82.5 Communications, ‘#JeeruInside #JeeruOutside’ is a campaign that’s designed for high-engagement on social media platforms – capturing divided opinions around the age-old debate of loving monsoon enough to step out versus hating it so much that you’d rather stay in, along with their favorite drink, Jeeru.
In the garb of the monsoon, the campaign also cheekily touches upon topical issues like the lockdown vs unlock debate or the economy-needs-you-to-step-out-and-spend vs doctors-need-you-to-stay-in-and-take-care, and a variety of quirky reasons for staying inside or stepping outside, this monsoon.
In the fun digital film that launches the idea of #JeeruInside #JeeruOutside, popular radio jockey, RJ Urmin, plays the confused protagonist – a unicorn-emoji-headed person who seeks help from the world to decide whether Jeeru will taste better inside or outside. By the end of the film, having been bombarded by suggestions from both camps, she comes to her own conclusion about Jeeru and its refreshing taste.
The campaign will see weekly posts, videos, and engagement through RJ Urmin’s interactions with other popular influencers like Kusha Kapila, Mallika Dua, and Ayush Mehra. As the monsoon intensifies across the country so will the #JeeruInside #JeeruOutside debate across social media.
Speaking about this campaign, Sumanto Chattopadhyay, Chairman, and CCO, 82.5 Communications, said, “It’s wonderful when a brand gives you the opportunity to be whacky — in a relevant way, of course. We had fun creating this campaign. Fun that should lead to great results! Cheers to Jeeru! Cheers with Jeeru! Inside. And outside.”
Kapil Arora, Co-Chairman and CEO, 82.5 Communications, added, “The monsoon always brings about mixed emotions. Some love the rains, others love to hate it. With this fun campaign, we wanted to reiterate, whatever your stance this monsoon – make the moment more refreshing, with Jeeru. Inside or outside.”
Mayur Varma, ECD, and Creative Head, Mumbai & Kolkata, 82.5 Communications, said, “Unprecedented times call for unprecedented ideas. How often does one get an opportunity to help a unicorn decide what she should do?”
Rajeev Sehgal, Chairman, Xotik Frujus Pvt. Ltd., said, “Monsoon has arrived, and we have moved to the Unlock stage from the multiple lockdowns. Just like Jeeru’s masaledar taste, this campaign is our attempt to have a fun conversation with Jeeru fans on their opinion, whether they are ready to step outside or want to continue to stay inside. Wherever they choose to be we wish that they stay safe and stay refreshed with Jeeru.”
Link to view the video
Client: Xotik Frujus Pvt. Ltd.
Agency: 82.5 Communications, Mumbai
Production House: Momomoto Studios