Balaji Wafers, one of the largest snacks producing conglomerate in India, has rolled out its latest brand campaign that stars the popular & versatile celebrity, Ayushmann Khurrana. The integrated ad campaign will see the ace Bollywood star promote the core proposition of Balaji Wafers “Kam Hawa, Wafers Zyaada and flavours wah wah” and what makes it a unique brand in the marketplace.
Taking further its core brand proposition the campaign humorously shows how ‘Zyaada hawa’ (more air) in other wafers can land someone in big trouble. The ad campaign comprises a series of 3 films that has been conceptualized and executed by Publicis Beehive and have been shot by production house, Prodigious. Meanwhile, Publicis Entertainment, the branded content and entertainment marketing arm of Publicis Groupe has been responsible for getting Ayushmann Khurrana on board as the brand ambassador.
The campaign revolves around the core idea that Balaji Wafers not only has more quantity in them but also a variety of flavours that are rich and tastier. That’s why they have been distinctly positioned in the marketplace as ‘Wafers Zyaada, Flavours Wah Wah’.
Commenting on the ad campaign, Shyam Virani, Director, Balaji Wafers said: “Publicis Beehive has come up with yet another brilliant idea and execution, to take Balaji Wafers’ promise of quality and quantity to the next level. Their recommendations have always been spot on and completely in sync with our growth plans. We are also very excited about the association with Ayushmann Khurana and admire his ability to connect with the masses that helps us achieve our brand promise of being a favourite snack of the country.”
Adding her views, Shyamashree D’Mello, Executive Creative Director and Head of Creative Services – Publicis Beehive said, “When we had conceptualized the core proposition of ‘Kam Hawa’, we knew that we had a winner in our hands. After a successful campaign last year, this year we have pushed the envelope with our take on how ‘Zyada Hawa’ can land someone in serious trouble. To widen our appeal, we even roped in Ayushmann Khurrana as the brand ambassador. Each story has a distinct sense of humour and along with Ayushmann’s appeal, has all the makings of becoming part of a really memorable campaign.”
Pranay Anthwal, Executive Director – India, Publicis Entertainment added: “After seeing the scripts, we couldn’t think of anyone else as the brand ambassador. Ayushmann is not only a phenomenal and versatile actor but also is witty, charming and fun; very apt for the brand and its ethos.”
The brand would be leveraging traditional and digital mediums in a big way to promote its ad campaign. It would explore the mediums of television, print, outdoor, digital and social media for promotional activities.