Global Consumer Products Launches multimedia campaign for their new brand
Clutter-breaking campaign with Actor Siddharth reveals the hidden agenda’s behind sharing a chocolate
LuvIt. Chocolates: If someone shares, Ushaar*
If someone shares their LuvIt chocolate with you, beware! Or as they say in South India, “Ushaar!” That is the theme of the multimedia campaign from LuvIt, a new brand of chocolates launched by FMCG start-up Global Consumer Products Pvt Ltd. The clutter-breaking commercial turns the conventional logic of sharing on its head. LuvIt’s brand of chocolates, with a host of 9 variants and 14 SKU’s, is primarily targeted at youth between the ages of 15 years to 30 years.
The TVC featuring South’s very own chocolate boy Siddharth shows various stories in which a person shares hisher LuvIt chocolate, albeit always with a hidden agenda. The message of the advertisement is simple: the best way to enjoy a LuvIt chocolate is ALONE .That is the not just the right way to enjoy a chocolate but the ONLY way. But in the off chance you get an irrational urge to give some of your LuvIt away, ask yourself a simple question, “What’s in it for you?” Because chocolate this delicious is only given away to get something in return.
Shot in the form of a music video starring Siddharth with Santhosh Narayanan’s music (South Indian film composer), it is fresh in its concept and execution. The tune is catchy and this vibrant never-seen-before advertising is expected to strike a warm chord with the target audience.
The LuvIt TVC in Tanglish (Tamil + English) through its tagline “If someone shares, ushaar!” captures the essence of the brand. The ad will be launched in a long music video format as well as 50 seconds and 20 second edits. Each segment captures specific situations of ‘If someone shares, Ushaar
Ms. Anuradha Narasimhan, EVP, Sales & Marketing, Global Consumer Products Pvt Ltd. says, “The objective of our communication package was to impactfully and effectively launch LuvIt Chocolates as a young, vibrant, indulgent brand targeting Indian youth. We didn’t want to focus on specific product attributes as much as drive home the message that LuvIt Chocolates are so delicious that they are Best Enjoyed Alone. We are delighted that we have Original-Chocolate Boy Siddharth as the face of our brand. It was great fun working on the branding codes and seeing them come alive across multiple media formats in a young, pop and connecting way. We broke away from many category codes and are delighted to have put out this insightful campaign which I am sure will resonate will everyone in our audience”.
Kishore Subramanian, Executive Vice President, Karishma Lintas says, “The biggest challenge for us on LuvIt was to find an insight space which gave the brand a unique identity which resonated with the youth. And the brand’s take on sharing actually being a matlabi act, gave us just that.”
Speaking about the LuvIt Campaign, the creative duo Shiv Parameswaran & Arjun Kumar of Karishma Lintas said, “This was one of those campaigns where every creative person lent their unique flavour to “ushaar”. The choice of chocolate boy Siddharth was perfect to bring alive the brand’s youthful character. Then we brought on board the current youth icon Santosh Narayanan, who musically spun the world of “ushaar”. And finally Suresh Eriyat and co at Studio Eeksaurus gave the film life by creating this asterisk-filled world of Ushaar*.“
The launch campaign will be for a period of 2 months and will be supported aggressively on television, out-of-home, digital, on-ground malls and hangouts, radio – in short everywhere that youth is at. The campaign will target consumers across South India with metros and Tier-I cities being the primary focus in the launch stage.
“Even in static mediums, we’ve consciously adopted the vibrant colours of the packaging, as well as the visually striking device of the asterisk. This gives us the edge over the work currently seen in the category,” adds Shiv Parameswaran.
Global CP is proud of the work on LuvIt. Chocolates by marketing partner Vertebrand Consulting, brand design partner Studio Blok, creative agency Karishma Lintas, media AOR MEC of Group M, and PR agency Perfect Relations.
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