Nostalgic Paper Boat Ad!!

PAPER BOAT

Paper Boat Takes You On A Ride Down The River Of Memories...

It is best said that the childhood days are the best days of anyone's life. Childhood, the days we made paper boats and sail it across rough water. Paper Boat as a name, and an image, bears the nostalgia of our collective childhood. Paper Boat advertisements are in sync with its brand philosophy of ‘Drinks and Memories'. Nicely weaved story around the brand with the Malgudi Days background score apt for the situation.

Aptly titled 'A Paper Boat ride down the river of memories', the breezy three-and-a-half-minute long ad film has been executed by Karishma Lintas. It beautifully traces the magical moments and memories of one's childhood.  The film ends with a voice-over 'Bachpan ki yaadon ko fir se bahao, badi chatpati hai yeh fir se pilao".

Dig into your childhood memories with this ad campaign by Paper Boat.


          

After watching all the ads of Paper Boat I strongly believe that everybody has a child in them and childhood memories and flavours are always cherished. The Paper Boat ad is different from the other beverage brand ad because they have tried to build an emotional bond with the target audience, the young adult who is working. The video was first launched on Facebook and YouTube. There’s an Ad film for Aamras, Aam Panna, Jamun Kala khatta, Jal jeera, and Chilled Rasam, with the protagonist reliving their childhood when they sip the drink. The four television commercials, each with a distinct narrative, explore product-specific memories.The films end with the voice over urging viewers to relive their childhood ‘memories’ through Paper Boat drinks.

How is the Paper boat Ad different from the other Beverage brand Ads?

A brand is successful if it can tell you a story you can associate with.  Paper Boat did the same thing it encourages you to revisit your childhood stories. They decided to use poetry and Malgudi Days background that universally takes us all back to that innocent world. Also what I have observed is that they have tried to establish a strong consumer connect, the brand builds together heart-warming

childhood memories, beautifully amalgamating them with elements relating to the good old days.

Paper Boat Vs Its Competitors:

Although, Paper Boat has quickly achieved immense success and recognition in the metro cities in India, the brand is yet to make a strong place in the overall Indian market. This can only be achieved by the company with the use of mass media marketing that is by following the footsteps of its competitors like Coca Cola, Pepsico, Parle and Dabur. The big players in the market extensively use mass media advertising on television and now are also concentrating on social media marketing. Most of them use famous Bollywood actors, cricket stars to endorse their product on television, which has a major impact on the brand awareness of the organization’s products. Some recent examples of endorsements by major brands are:

1. Deepika Padukone endorsing Coca-Cola

2. Ranbir Kapoor endorsing Pepsi

3. Sharukh Khan endorsing Parle’s famous brand Mango Frooti.

4. Bipasha Basu endorsing Real Activ juice from Dabur

So according to me advertisements have a significant impact on the choice of a brand that a consumer prefers and celebrities have a positive effect on the perception that people have of brands. Celebrity endorsements influence their buying behaviour. This can also be used to draw a conclusion that Paper Boat can look at endorsing a celebrity to promote their brand which will have an immediate impact on the preference of its customers and will enable an easy brand recall in the consumer’s mind.

Conclusion  :-

 I see a great future for this brand, simply because of three key points :-

1.  Great Packaging.
2.  Have proudly displayed their "Indianness" on their brands and products.
3. NON-ALCOHOLIC! and natural ingredient-filled.

https://youtu.be/w3KtDmFq8HA