An ode to friendship

Paper Boat has unveiled a new ad campaign to launch its newest flavours. The flavours – Chilli Guava, Neer More – are launched just in time to herald the monsoon. The campaign has been created by Lowe Lintas Bangalore, and aims to make viewers nostalgic about playing endlessly in summer sunshine.

Speaking about the campaign, Rajesh Ramaswamy, executive creative director, Lowe Lintas Bangalore, said, “It is a continuation of our earlier campaign. We’ve stuck to the combination of Gulzar’s poetry and Malgudi Days, as they evoke memories in the mood that we want people to reminisce them. Two of the ads are for two exciting new flavors, Neer more and Chilli Guava. They are absolutely refreshing in every sense. And yes, we all have such fond memories of them. This time around, we’ve tried to make it in a manner where nothing comes in between you and the memory. So we’ve done away with the protagonist. So that it could be your story that’s playing out there. We’re very excited with this campaign and waiting to see the reactions.”