Kaagaz Ki Kashti Yaadon Me Utaari Hai


Paperboat, a product of Hector Beverages Pvt. Ltd. has come up in a new avatar focusing on reminding its market about their childhood and memories associated with it. Variety of TVCs give a message of how childhood has been an important part of our lives and how we all are a child within. It’s tagline ‘Dreams & Memories’ says it all, how the adolescents in race of achieving their dreams forget about their childhood, Paperboat reminds the youth of their childhood by preserving the old recipes of Young India and pertaining it to the India now.

Each TV Commercial speaks a different message keeping main focus on Dreams & Memories, hence joining it with the product. Paperboat has a new style of advertising and packaging which makes it different from its competitiors, established by Karishma Lintas in view of sustaining the child life within everyone.

Gulzar Sahab’s poetry and voice-over add a crisp gesture and substance to the TVCs in form of relativity combined with experience. His words speak an imagery of situations we would connect to, for sure. And that is what adds charm to the Campaign.

The Storyline, visuals, copy, music, they all take the viewer to his/her past and makes him realize how things were then with a twist of taste in their products, people can generally connect the product and childhood simultaneously. Music of Malgudi Days or Songs like ‘Hum Honge Kamyab’ creates a witty relevance.

Lintas has been successful in generating emotional appeal and setting reminders for their wide range of products that they offer by this campaign and as mentioned by Hector Beverages C.E.O Neeraj Kakkar in an interview, they have seen far positive results after the launch of campaign in the organization’s turnover.

I am in favor of how the creative department has worked throughout the campaign, taking bits and adjoining them to create wonders for the client.


Client: Hector Beverages Pvt. Ltd.

Product: Paper Boat

Agency: Karishma Lintas


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