Campaign name: Kal ke genius
Company: Parle Products
Agency: Ogilvy & Mather
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).
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.
It is out and out a positive campaign, urging parents and families to encourage kids to find their way around, rather than hassling them down with prohibitions and questions. That's where the brand moves ahead of its product and extends the communication to a commentary on the manner in which children and their raw and undeterred creative instincts are dealt with by parents – generally – in our society. The films show a potential promise for the