Mumbai: Eveready Industries India a battery brand is looking to reinforce the Ultima Alkaline Battery campaign, ‘Khelenge to Sikhenge’ in collaboration with its new brand ambassador Neeraj Chopra. He is the reigning Olympic gold medallist and World no. 1 men’s javelin star. The brand is focusing on enhancing its connection with youth, recognising kids as natural scientists who thrive on experimentation and learning through play. Therefore, Eveready said that it commits to providing long-lasting, value-for-money solutions for new-age India, recognising the pivotal role toys play in children’s learning. These toys offer not just joy but also instill essential values and life lessons like friendship, sharing, and compassion it explains.
Looking to foster self-confident, creative, and happy children, the newly launched TVC conceptualised by Ogilvy looks to emphasise the significance of powering children’s toys with Eveready’s Ultima Alkaline batteries with 400% more power to ensure uninterrupted play and limitless imagination. The TVC features a kid playing with a battery-operated toy ‘Javelin Man’, representing Chopra, who saves the world through non-stop javelin throws.
However, when the toy’s regular battery dies out, the imaginary story of the kid is halted until the real Chopra intervenes, with Eveready Ultima battery encouraging kids to keep playing. This narrative showcases the significance of reliable power sources and the admiration children have for their heroes, never wanting them to ‘die’. Neeraj and Ultima, both epitomise values of performance, power, endurance and reliability explains the company.
Anirban Banerjee, senior VP, SBU head, Batteries & Flashlights at Eveready Industries India said, “Eveready, the iconic leader in the battery and flashlight industry, and Neeraj Chopra, the reigning Asian Olympics champion; our collaboration is a convergence of two champions, both driven by the relentless pursuit of excellence and innovation. Just as Neeraj powers his epic javelin throws non-stop, Eveready’s Ultima Alkaline range of batteries with 400% longer-lasting energy, powers high drain devices nationwide, including children’s toys, strengthening their imaginative journeys. Also, our latest high-energy film, blending animation and live-action, introduces a unique portrayal of Neeraj as ‘Javelin Man,’ marking a unique step in our brand ambassador’s portrayal.”
“As storytellers, we always look for opportunities to craft narratives that help inspire the youth. Eveready’s philosophy of ‘Khelenge toh Sikhenge’ allows us to do that. In this latest TVC for the longer-lasting Ultima batteries, we’ve showcased the power of children’s imagination and how non-stop imaginative play should always be encouraged. A true champ like Neeraj Chopra, seen in a unique avatar as brand ambassador, helps us deliver the message in a memorable way.” said Sukesh Nayak, CCO, Ogilvy India.
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