Mumbai: Laban Stretchy Man, the new human shaped, stretchy, fruit flavoured chews from Orkla- Norway’s number 1 confectionery brand, has been launched and localized by MTR Foods in India.
The brand joined hands with Dentsu India, the creative agency from Dentsu Aegis Network to launch its first TV Commercial for the product, bringing alive the key properties of Laban as the TVC focuses on the mischievously funny Laban-fueled exploits of two kids based purely on their imagination.
The TVC plays out an encounter between two school-going brothers and a taxi driver. When a taxi driver rudely shouts at the children who are trying to cross a busy traffic signal, the kids bring out their Laban Stretchy Men and catapult them across the street. The imaginary Stretchy Men stretch, jump and fly across the crossing and finally land on the traffic signal itself. They then proceed to dance on the lights, changing colours in the process. This confuses the taxi driver who thinks the signal is green. When he tries to cross the signal, he gets caught by a traffic policeman who shows the taxi driver that the signal is actually at red and that the taxi driver has almost broken a traffic rule by jumping a red light. This leaves the kids laughing and feeling satisfied that they have taken their revenge on the rude taxi driver with the help of Laban Stretchy Man!
The concept of the TVC was based on the insight that kids see themselves as small but they wish they could have the last laugh. The personality of Laban, which is uniquely differentiated from other confectionary in the market, provides a moment of escape for kids from their fixed routines. Laban is an idea engine that pushes their imagination and empowers them with creative ideas to help overcome everyday challenges. The communication and the new TVC has emphasised on this concept.
Samrat Chengapa, Senior Vice President, Dentsu India said, “Communicating to children is a happy problem. They’re imaginative and relish the randomness you throw at them. Especially in a category that is flooded with humour. Laban is a product that is truly imaginative at the product level. And that set the platform for us to build on with a memorable jingle that captured the in-built craziness of being stretchy and human shaped. With this TVC, we’ve managed to showcase all the fun and create a sing-along track that kids will just love. And this is just the beginning.”
On the launch of the new campaign, Sunay Bhasin, CMO, MTR said, “Laban is a powerful product that is capable of sparking imagination and encouraging creativity in the consumer’s minds. For its first TVC campaign, we wanted to focus on what makes Laban so unique by showcasing its differentiated properties and at the same time emphasize on the true spirit of joy and playfulness that the confectionary personifies. The new TVC is fun, engaging and relatable for our consumers with a memorable jingle “Laban kiPahunchLambi Hai” that has added to its fun aspect. We know that this TVC will be well-received and loved by our consumers.”
Chief Creative Officer: Rahul Sengupta
Group Creative Director:Ajesh N
Senior Creative Director: Rajesh Narasimhan
Associate Creative Directors: Vimalkirti Deshmukh & Ashwin Leon Mariadoss
Director: Abhijit Chaudhuri a.k.aDadu
Production House: QED films
Music Director (Optional):
Languages: Hindi & Tamil
The campaign will be further propelled via 360 degree initiatives, digital and on-ground branding.