Little doses of ingenuity

Campaign name: Kal ke genius

Brand: Parle-G

Company: Parle Products

Agency: Ogilvy & Mather

The Campaign

The campaign includes three 45-second television commercials showing how children can find extremely creative yet simple solutions to their problems using their gift of uninhibited creativity and imagination. The stories: A father is shocked to see cutouts in his morning newspaper but as he turns around to admonish his daughter, he realises that she has made a birthday message for him on the wall using the cuttings. A young boy dressed as a superhero with a cape can't make the cape flutter and fly. His sister then holds a hairdryer under the cape for the fluttering effect. Similarly, two boys who are not able to fly kites because of rain use a kite made of plastic that makes it waterproof. The soundtrack of the ad, 'Roko mat, toko mat', plays constantly in the background. Each of the ads close with the voice-over: "Bachpan se bada koi school nahi and curiosity se badi koi teacher nahi. Parle-G. Aao banayein kal ke genius." (There is no greater school than childhood and no greater teacher than curiosity. Parle-G. Let's make the geniuses of tomorrow).

Our Take

Let's start with a popular quiz. When was the last time you recall Parle-G coming out with a new campaign? For those of you wracking your brains or itching to google the answer, well, the answer is a decade ago. Yes, Parle-G's last campaign "G maane genius" was launched in 2003 and has enjoyed top-of-the-mind recall for an extended duration of time. That campaign worked really well for the brand, and its extension – which the "Kal ke genius" campaign is supposed to be – only takes it a notch higher. It's unassuming, direct, evocative and inspiring, all at once. Creativity as a concept, as an idea exists somewhere inside all of us. And when that creative streaked is fanned or encouraged, it's emotive and inspirational appeal may be second to none.

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