Mumbai:Lilliput, India’s largest kidswear brand has come up with a new campaign that throws light on a mother’s personal life with a different perspective. Created by Focus Circle Brands, an agency that was involved with Lilliput from the very early days, the campaign talks about Understanding Kids, thereby taking a higher communication platform.
After producing successful campaigns in the past that portrayed the stubbornness of a child to wear Lilliput dress to loving the brand, the new campaign is expected to own up the audience and claim a leadership stance.
Working on this single minded objective, Focus Circle Brands has come up with an intriguing and humorous commercial. A film which tells the audience that there is a Kid we all love, so somewhere we do break the rules of loyalty and that the kid loves to be dressed in Lilliput. Rahool Talukdar, National Creative Director, Focus Circle Brands said, “Lilliput is one of the brands that we’ve built from scratch, so we have known the audience for quite a long time now. Understanding the Indian mother has taken us time but the journey has been enriching. For us, the success quotient lies in developing communication with a high score of relatiblity and freshness.”
The commercial starts with the Annual Day function of a convent school, where a kid delivers an extempore on ‘My Mother’. As he goes about his speech, he uncovers a dreadful secret about what initially seems to be his mother’s extramarital alliance. He goes to the extent of unearthing relationships of his friends parents as well. All his mates prompt their parent’s secrets as well.
Finally to the audiences’ relief he reveals that the ‘Another man/woman’ life is actually the kid and they all look stunning in Lilliput clothing. The film finally ends with a rocking sing-song piece that captures the spirit of Lilliput kids.
The idea – intriguing and humorously scandalous. The choice of director was detrimental. Someone who had the experience and a flair for mischief.
Focus chose Prahlad Kakkar and his team at Genesis Films. Taanaz Sadh, Vice President Films said, Prahlad proved our decision right. He is from the Classical school of advertising and he has massive knowledge of the film medium. She says that he jumped when he heard of the idea. We wanted someone like him who had the sense of humor and the heart of a kid, hence he added great value to the film.
Kahkashan Afreen, Deputy General Manager, Marketing at Lilliput said that as a brand we always look forward to creativity and differentiation in communication. “Here was a plot that uniquely connected Women and Mothers and we truly believed in the film. We gave complete freedom to our agency to execute the way they had conceived it. We are even making merchandise themed on the film’s core concept, these will be available across retail stores nationally.”
The film will run nationally in major GECs and cartoon channels and is expected to do a world of good for the equity of the brand. With Lilliput’s reach now expanding into the remotest of corners of a nation with 14 million kids under the age of 14, the film would be a perfect icing on the cake.