Publicis Beehive bags creative mandate of Balaji Wafers; rolls out pan India integrated ad campaign

Balaji Wafers
Brand Saga

Publicis Beehive, the full-service ad agency from Publicis India has won the creative mandate of established snacks and namkeen player, Balaji Wafers.

To be handled out of the Mumbai office, Publicis Beehive will strategize and execute forward-thinking communication for the brand while establishing its legacy as a trusted & leading snacks player in the Indian market.

Flagging off the partnership, Publicis Beehive has launched an integrated ad campaign led largely by a series of TVCs that show how Balaji Wafers is uniquely positioned in the marketplace and is the favourite choice of the consumers. The campaign would be launched across major traditional avenues including television, print, outdoor, radio, and digital.

Commenting on the news, Keyur Virani, Director, Balaji Wafers Pvt. Ltd, said: “Publicis Beehive got the insight on the brand and value proposition spot on. The creative execution of their thinking was disruptive too. Subtle humour in the category of wafers and snacks is so difficult to achieve and we were pleasantly surprised to see how easily they married this style of storytelling.”

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Sharing his views on the brand thought and execution, Paritosh Srivastava, COO – Publicis Beehive said, “Balaji Wafers is a trusted name in the snacks and namkeen category and we are delighted to have them partner us as they embark on a quest to become a household name across India. The key insight was to play on the one factor that sets the brand aside from the others – less air and more wafers. What better way than to relate it to real life instances. We are excited with the inaugural brand campaign and are positive that it will connect innately with the consumers at large.”

With brand loyalty as the underlying theme, the campaign reveals the unique features of the product and how it is distinctly positioned in the marketplace. With its key proposition of ‘Kam Hawa, Zyaada Wafers’, the campaign explores unique real-life situations where we often come across people who love putting up a superficial act, all to draw some undue attention of others around them. That’s where Balaji Wafers comes in to remind them that it’s important to not revel in a superficial world but rather live in a real world where only the truth matters.

In the first film, a yoga instructor is seen practicing deep breathing exercise to strengthen his lungs. The voice-over then infers that if you want to strengthen your lungs then you must keep inhaling fresh air but if you want to eat wafers then you must eat Balaji Wafers that has less air in its packet compared to the others in the marketplace.

In the second film, two mothers are seen taking their kids to school when one mother wishes the other’s son best of luck for his exam. Taking offense, his mother says that he doesn’t need one as he is destined to come out with flying colours. Much to the astonishment of all around her, the voice-over infers that she needs to burst the superficial air bubble surrounding her and rather get real like Balaji Wafers that has less air and more wafers.

The brand will initially launch two films currently, while the third film will be launched at a later date.


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