MUMBAI: As they say it in South India, “Ushaar” meaning beware. The theme behind the new campaign of this chocolate brand tells you to beware if someone shares it with you. Luvit, a brand by Global Consumer Products, has appointed actor Siddharth as its brand ambassador.
The brand also recently launched its clutter-breaking commercial, which turns conventional logic of sharing on its head.
The brand will offer nine variants and 14 SKUs and is primarily targeted to youth aged from 15 – 30 years.
The TVC, which features Siddharth, shows various stories in which a person shares their Luvit chocolate with a hidden agenda. The advertising message is simple: the best way to enjoy a Luvit is alone. It is not just the right way but the only way. But at the same time, you can get urge to share it and ask yourself, “What’s in it for you?” because a chocolate this delicious is only given away to get something in return.
The music video stars Siddharth with Santhosh Narayanan’s music and is a fresh concept along with execution. The catchy tune and vibrant never-seen-before advertising is expected to strike a chord with the audience.
The TVC is combination of Tamil and English with a tagline “If someone shares, ushaar!” and that’s what captures the essence of the brand. The ad will be of 50 seconds, along with edits of 20 seconds.
Global Consumer Products EVP sales & marketing Anuradha Narasimhan said, “The objective of our communication package was to impactfully and effectively launch LuvIt Chocolates as a young, vibrant, indulgent brand targeting Indian youth. We didn’t want to focus on specific product attributes as much as drive home the message that LuvIt Chocolates are so delicious that they are Best Enjoyed Alone. We are delighted that we have Original-Chocolate Boy Siddharth as the face of our brand. It was great fun working on the branding codes and seeing them come alive across multiple media formats in a young, pop and connecting way. We broke away from many category codes and are delighted to have put out this insightful campaign which I am sure will resonate will everyone in our audience.”
Karishma Lintas EVP Kishore Subramanian added, “The biggest challenge for us on LuvIt was to find an insight space which gave the brand a unique identity which resonated with the youth. And the brand’s take on sharing actually being a matlabi act, gave us just that.”
The creative duo from Karishma Lintas - Shiv Parameswaran & Arjun Kumar said, “This was one of those campaigns where every creative person lent their unique flavour to “ushaar.” The choice of chocolate boy Siddharth was perfect to bring alive the brand’s youthful character. Then we brought on board the current youth icon Santosh Narayanan, who musically spun the world of “ushaar.” And finally Suresh Eriyat and co at Studio Eeksaurus gave the film life by creating this asterisk-filled world of Ushaar.”
The campaign will be supported on television, OOH, digital, on-ground malls and hangouts and radio. The target markets are South India and Tier-I cities being the primary focus in the launch stage.
“Even in static mediums, we’ve consciously adopted the vibrant colours of the packaging, as well as the visually striking device of the asterisk. This gives us the edge over the work currently seen in the category,” added Parameswaran.
