Everest creates the magical town of Londonderry

Londonderry, the latest offering from the group of Parle Products, is an exquisite hard-boiled candy filled with rich caramel and milk solids. Its appealing packaging in red with the Londonderry town snap on the face makes it a distinct Premium offering in the cluttered candy market. The campaign, created by Everest Brand Solutions, revolves around the concept of ‘The Magical town of Londonderry’. 

 

In order to enter the Lacto candy market in India, Parle has launched the Londonderry candy. The whole and sole objective was to create clutter-breaking communication for the consumers and register the new brand’s identity in their minds.

 

The candy is priced at 50p and comes in a convenient pillow-pack and is found across all leading kirana and modern retail stores in India. The product is targeting a wide consumer segment ranging from kids, youth to families.

 

The three films are inspired by the rich English-Irish culture of the Irish town of Londonderry. The agency has captured the old world charm of this city in our TVCs through 3 magical executions.

 

The aim was to capture the imagination of the masses by doing something simple yet fascinating. The viewers get transported to this amazing town which is full of sweet wonders, whether it is a dancing cow, a painter who paints with his beard or a kid with a special talent for fast reading. But that’s not what Londonderry is famous for, It’s famous for its rich milk and caramel candy. Londonderry.  Tasty. Very Very.

 

Rahul Jauhari, NCD Everest says,  “The vision was to craft the brand as an International one. I'm pretty happy with the way our team has managed to achieve that. Kids are loving the films. That's good enough reward for the hard work that's gone in.”

 

Pramod Sharma, Creative Director, Everest says,  “The films are part real, part magical. Bringing these stories to life was a real challenge. Especially in a timeframe as short as 25 seconds. The cast, location, the setup, the animation – all were chosen very, very carefully. Peter Pasic & Ricky Kapoor's team did a fine job of making sure everything fell into place just right. “

 

The Library film will be released at a later stage of the campaign.

 

Campaign credits::

 

Agency: Everest Brand Solutions

Creative Team: Pramod Sharma, Bappaditya Saha, Sushant Karane, Sharif Shaikh & Samir Chonkar, NCD-Rahul Jauhari

Servicing Team: Siddhi Shah &  Ravi Walia, Agency Head-Dhunji Wadia           

Planning Team: Meraj Hasan & Tanya Shinde              

Client: Parle Products Pvt. Ltd: Mayank Shah – Group Product Manager, Amit Thakur - Product Manager, Rahul Ramachandran- Deputy Brand Manager

Film Director: Petar Pasic             

Production House: Picture Perfect

Music Director: Jolly