YouTube link: https://www.youtube.com/watch?
Bangalore, 17th Nov, 2017: Laban Stretchy Man – the new human shaped, stretchy, fruit flavoured chews – Norway’s largest selling confectionary brand - has been brought to India and localized by MTR Foods Pvt. Ltd., a subsidiary of Orkla ASA, Norway. The brand has launched its first TV Commercial (TVC) for the product, bringing alive the key properties of Laban, the TVC focuses on the mischievously funny Laban-fueled exploits of two kids based purely on their imagination.
The TVC plays out an encounter between two school-going brothers and a taxi driver. When a taxi driver rudely shouts at the children who are trying to cross a busy traffic signal, the kids bring out their Laban Stretchy Men and catapult them across the street. The imaginary Stretchy Men stretch, jump and fly across the crossing and finally land on the traffic signal itself. They then proceed to dance on the lights, changing its colors in the process. This confuses the taxi driver who thinks the signal is at green. When he tries to cross the signal he gets caught by a traffic policeman who shows the taxi driver that the signal is actually at red and that the taxi driver has almost broken a traffic rule by jumping a red light. This leaves the kids laughing and feeling satisfied that they have taken their revenge on the rude taxi driver with the help of Laban Stretchy Man!
The concept of the TVC was based on the insight that kids see themselves as small but they wish they could have the last laugh. The personality of Laban, which is uniquely differentiated from other confectionary in the market, provides a moment of escape for kids from their fixed routines. Laban is an idea engine that pushes their imagination and empowers them with creative ideas to help overcome everyday challenges. The communication and the new TVC has emphasised on this concept.
On the launch of the new campaign, Sunay Bhasin, CMO, MTR Foods Pvt. Ltd. had this to say, “Laban is a powerful product that is capable of sparking imagination and encouraging creativity in the consumer’s minds. For its first TVC campaign, we wanted to focus on what makes Laban so unique by showcasing its differentiated properties and at the same time emphasize on the true spirit of joy and playfulness that the confectionary personifies. The new TVC is fun, engaging and relatable for our consumers with a memorable jingle “Laban ki Pahunch Lambi Hai” that has added to its fun aspect. We know that this TVC will be well-received and loved by our consumers. ”
Samrat Chengapa, Senior Vice President, Dentsu India Pvt Ltd “Laban is an exciting new product that is unlike any other in the market. The Laban’s Stretchy Man is a very interesting and lively character. It was a fun challenge to conceptualise the Stretchy Man and create Laban’s first TVC in India. We are confident that the ad will catch the attention of our audience and are delighted to have worked on it”
Campaign Credits:
Chief Creative Officer: Rahul Sengupta
Executive Creative Director: Ajesh N
Senior Creative Director: Rajesh Narasimhan
Director: Abhijit Chaudhuri Dadu
Production House: QED films
Languages: Hindi & Tamil
The campaign will be further propelled via 360 degree initiatives, digital and on-ground branding.
About Orkla Foods:
Orkla Foods is the largest business area in Orkla ASA, with 42% of Orkla’s total operating revenues from its Branded Consumer Goods business. Orkla Foods supplies well-known local brands to consumers in the Nordics, Baltics, Central Europe and India. The business area holds leading market positions in a number of categories, including frozen pizza, ketchup, soups, sauces, toppings and ready-to-eat dishes.
Orkla Foods chiefly sells its products through grocery retailers, but also holds strong positions in the out-of-home, convenience store and petrol station sectors. Norway and Sweden are Orkla Foods’ two largest markets, accounting for 60% of the business area’s turnover in 2016.
In 2016, Orkla Foods substantially strengthened its position in Central Europe through the acquisition of Hamé, a leading branded food company based in the Czech Republic and Slovakia.
Orkla’s expanded distribution agreement with PepsiCo covers the sale of Tropicana and Quaker products in Norway, Sweden, Denmark and Finland, thereby strengthening Orkla Foods’ position in the breakfast segment.
Orkla Foods’ many well-known brands include Grandiosa, TORO, Stabburet, Felix, Paulúns, Abba, Kalles, Beauvais, Pastella, Spilva, Vitana and MTR.
Companies in the business area: Orkla Foods Norge, Orkla Foods Sverige, Orkla Foods Danmark, Orkla Foods Finland, Põltsamaa Felix in Estland, Orkla Foods Latvija, Orkla Foods Lietuva, Felix Austria, Hamé and Vitana Group in the Czech Republic and MTR Foods in India.
About MTR Foods Pvt. Ltd.
With a 90 year old history of serving authentic Indian Food to Indians, MTR Foods stands tall as an Indian heritage brand. A popular household name today, MTR Foods is synonymous with delicious Indian food in an easy-to-use packaged format.
With a diverse portfolio including breakfast, lunch and dinner, snacks and desserts that cover every meal occasion, MTR Foods unifies India tastefully - making the homemaker the ‘hero’. Blending authentic Indian flavors in modern formats, MTR Foods keeps abreast with the evolving tastes of India. Culinary secrets that have been protected and handed down over the generations are evolved into truly authentic recipes from their region of origin and packaged in innovative and convenient formats.
The journey to being India's premier, processed food company has been marked by a constant focus on innovation and the adoption of new technology. However, every MTR Foods product always embodies the tradition of unmatched taste and quality. The MTR Foods of today is your friend in the kitchen and promises to help you serve the authentic taste of India to your family.
MTR Foods adheres to the most stringent quality standards, from sourcing ingredients to processing and packing. We are ISO 22000 and HACCP certified.
MTR Foods Pvt. Ltd. is a subsidiary of Norwegian conglomerate Orkla (www.orkla.com).
For more information please visit www.MTRfoods.com. Shop MTR Foods’ products and Laban on shop.mtrfoods.com
Visit www.dishcovery.in for recipes of authentic vegetarian cuisine from across India.
Visit www.laban.in for further information on Laban Stretchy Man.