Sep 21, 2020
Lowe Lintas Bangalore, by its new campaign evoked nostalgia, capturing everyday occasions made sweeter and tastier with Indian mithais
Conceived by Lowe Lintas, Haldiram’s has recently released a campaign to revive the tradition of celebrating occasions with Indian Mithias.
Glancing back, since time immemorial, mithai and sweets have been the hallmark of celebrations. Be it a royal treaty, a victory, a spiritual rituals, or a simple moment of happiness, sweets have always been a partner to these moments of joy, fun and festivities.
But in today’s times, the position that traditional Indian sweets once held has been occupied by the likes of chocolates, cakes, cookies and other such confectionaries. These have taken a prominent place even in small kiosk. To revive the presence, with the help of new campaign, Haldiram’s intends to remind Indians how celebrations are incomplete without mithais.
Neeraj Agrawal, Director, Haldiram Foods International Pvt. Ltd. said: “Through the decades, we have always been known for our quality and consistency in our products and same applies to our sweets portfolio. In India, sweets are consumed and gifted on a regular basis. They also hold immense importance during festivities. This campaign has been designed to make the brand extremely relatable to our audiences, by showcasing Haldiram’s as a part of their daily lives. Hence ‘Desh ki Mithaas’.”
The intended campaign is an effort to turn the attention by turning the spotlight back on traditional Indian mithai by using the device of nostalgia. The campaign film is a montage that captures seven different everyday situations and has suggestions that make it as authentic and Indian as the brand itself.
Talking about the campaign, Sagar Kapoor, Chief Creative Officer, Lowe Lintas said: “Haldiram’s is as Indian as any brand can get. With this campaign, we are bringing alive India’s love for ‘meetha’, the fact that we Indians don’t need occasions to enjoy our sweets. Also, the fact that we love serving and sharing sweets a bit more than eating them.”
The integrated campaign will be aired on television, online, print and outdoor media.