For the longest time, the snacking category has munched on creative ideas that are centered around the 'time pass' way in which these products are consumed. In a bid to step away from the fun (and often frivolous) positioning adopted by some snack brands, Hippo - the new baked munchies from the Parle Agro stable - has attempted, in its very first campaign, to veer away from category norms.
Raj Kurup, founder and creative chairperson, Creativeland Asia, says, "Hungry people are often grumpy. In India, we respect food and it is a fantastic way of calming people down. If two people are fighting at home, often an elderly figure will calm them down by asking them to eat." This insight led to the final creative idea. To make the commercial identifiable, macro situations were chosen instead of household problems or micro ones. Some 90 situations involving societal/world problems were first penned down, of which six odd were shortlisted for the final film.
According to the agency, Hippo is this earnest, easygoing guy who understands that often, we don't take care of our health by neglecting to eat. As a character profile, Hippo resembles the affable waiter who loiters in the background at a party, serving food tactfully to ensure no one goes hungry and then quietly slips away. The creation of Hippo as a mascot (and one that stays behind the scenes, as his face isn't shown throughout the film) is, in a way, the brand's way of saying that the true heroes are its consumers, and that Hippo cares for them. "As a society, we share food in India and by way of doing that, we share love and joy. Hence, the 'Pyaar baante chalo' track fit in well with our idea," Kurup shrugs.
Prathap Suthan, national creative director, Cheil Worldwide, feels Creativeland Asia has done it again - first with LMN and now with Hippo - when it comes to a brand name that is sticky, memorable and 'snacky'. Further, he gives points to the bright packaging and branding and the healthy ingredients for a new snack brand.
"However, at the end of the commercial, I still don't know what kind of a snack this is," he says. As a customer in a competitive environment, Suthan aka Pat feels that he would like to know whether these are crispy chocolates, wafers, biscuits or potato chips. "By not showing them, there's mystery," he says, "But mystery may not make one want to put his hand inside the packet."
Pat feels that the film is definitely entertaining, with a big thought. "I empathise with the truth of hunger being the root of all evil, and therefore kill hunger - and kill evil," he says. "But it's just that I'd rather snack, refresh, get my breath and get back into more evil ways. But that's just me!" He adds that the social arena is a bit of an overkill, with too many people getting into the same box. However, this one is a "likeably mad film".
Now here comes another snack brand from the house of Parle Agro ,smart chips which positions itself as non fried but baked chips which will not increase fat in your body instead they are good for you which is absolutely right but what Parle has done is in one brand they are very conscious about who will be the brand ambassador , how will it position itself in the market and how to communicate it effectively to end consumers contrary to it with hippo snacks they have forgotten to emphasize what they are communicating to their consumers and how are they positioning their brand in the minds of the consumers who are really conscious now a days when it comes to their health due to the explosion of new and updated products in the market and globalization as well.
Aamir khan being the brand ambassador of the smart chips ,they are trying to relate Aamir’s perfectionist image with that of Smart chips and say that these snacks are as perfect as Aamir and they will not add vows to your health and they are low calorie product .They have differentiated well and positioned it very well but with Hippo chips choosing hippo itself created a problem as we relate obese and people with lots of fat with Hippo which sends a very wrong message to ordinary people as “ regular intake of these chips will make you Hippo “ which doesn’t serve the purpose well in the favor of the company .
Finally , I would say that the commercial is no doubt entertaining and the message of eradicating hunger by offering chips to people who are hungry in itself is very good and the creative team has done a great work otherwise but something is not happening good for them.
Pardon me ,but what I feel that the creative team have overlooked the basics of branding and advertisement as animated Hippo will add to their foes and may not able to generate volumes which are expected out of him .
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