BIG BABOL, the bubble gum brand from confectionery major, Perfetti Van Melle India, has launched a new TV commercial. The communication that has been developed around the core product attribute of its ‘big bubble’, builds on the already established positioning of ‘Bade Kaam Ki Cheez’.

The new commercial presents yet another situation, where the bubble comes into play and puts a spin on the story. The commercial cleverly romanticises the bubble to transform the seemingly mundane activity of blowing a bubble into an exciting device that could be used in an ingenious fashion. The baseline Big Babol ‘Bade Kaam Ki Cheez’ (very useful thing) helps reinforce this thought.

The TVC has been created by McCann Erickson, headed by the Prasoon Joshi, executive chairman and regional executive creative director, Asia Pacific and directed by Abhijeet Chaudhuri (Dadu) of Black Magic Motion Pictures. The animation component has been created by Rhythm and Hues.

The film opens on a crow who takes pleasure in teasing a particular young boy in the neighborhood. Everyday, the crow perched on the branch of a tree, waits for the boy to come out of his house, and as he does, the crow strategically positions himself and targets his ‘dropping’ in such a way that it lands directly on the helpless boy. This continues until the boy comes up with a plan to get even with the crow. One day, as the crow waits impatiently for him, the boy sneaks up behind him. We see the boy in mid-air with a huge bubble in his mouth that’s keeping him afloat. He surprises the crow by dropping a white paste on him – similar to the crow’s ‘dropping’. It’s revealed to the viewers that the boy cleverly uses toothpaste as his ammunition; however the crow does not realise this. The boy comes back to the ground, happy with his revenge.

The commercial ends with the MVO and super: Big Babol Bade kaam ki cheez (very useful thing). We see a comeback shot of the crow banging his head against the tree branch in sheer disbelief.

The high points captured in the commercial are completely unexpected and surprising and would definitely be remembered. To name a few, the twist in the tale created by the bubble, the characterisation and mannerisms of the crow and the boy’s transition from helplessness to his one-up manship that leaves you with a feeling of triumph over the wicked crow.

About BIG BABOL

Big Babol, one of Perfetti Van Melle’s first brands in the country, was launched in India in 1994. Since then its great taste and endearing advertising has been winning the hearts of kids across the country. Today, Big Babol promises the consumer a bigger bubble, juicier and more fun-filled product experience. The baseline ‘Bade Kaam Ki Cheez’ (very useful thing) reinforces the utility of the bubble.

About PERFETTI VAN MELLE INDIA PVT LTD

Perfetti Van Melle India Pvt Ltd (“PVMI”) is a name to reckon with in the Indian confectionery industry and is a renowned manufacturer, distributor and marketer of several high quality products. With a market share of close to 30, per cent is one of the leading players in the organized confectionery business in India today. The company at present has a diverse portfolio of brands across segments that includes candies, gums, mints and lollipops. As a marketer, PVMI has always been known for it’s iconic, clutter breaking and entertaining advertising. PVMI is a fully owned subsidiary of the global confectionery conglomerate Perfetti Van Melle that is headquartered in Lainate, Italy. PVMI started its operations in India in 1994.