Paper Boat’s latest campaign featuring India’s ‘Rockstar’ entrepreneurs is more than just an ad - it’s a message of hope, says Russell Barrett, Chief Creative Officer, BBH India
Reviewing the recent ‘Hum Honge Kamyab’ campaign of Paper Boat in Episode 39 of ‘From Logo to IMPACT’, on Bloomberg TV India, Russell Barrett, Chief Creative Officer, BBH India says, “There are a couple of things that immediately came to mind with the latest ‘Hum Honge Kamyab’ campaign by Paper Boat. Firstly, I love the song. It’s such a simple, easy thread that stitches the film together. I love the fact that it’s not a huge, ra-ra take on Indian entrepreneurs, and we have been seeing so much of that these days. I think this actually has soul. The way Paper Boat has saluted all of the entrepreneurial rockstars, some people doing amazing things in the social context and some others doing fantastic work around ideas and consumer goods. But it’s just saluting the individualistic spirit of wanting to start something new.”
Talking about how the song does a good job in sending the message across, he adds, “I love the choice of the song because it indicates how we are going to get there and are not there yet. It’s a journey that’s being called out and it’s a great way to start a year. It’s a great wish for all the entrepreneurs and coming from Paper Boat, it is all about memories. It feels like the right kind of tone, the right message; everything feels right with this piece of communication.”
Explaining why he would not mind watching the video again, Barrett says, “I could watch it again, just to see what the entrepreneurs look like or to know who started a particular company. The other reason I could watch it again is because I love the song and it has been beautifully shot. The person who has shot it is a young film-maker but kudos to him. It has been done tastefully and rather elegantly. I feel it is fresh in its approach towards an old, hackneyed topic and it has been crafted very lovingly and that is why people will be able to engage with it.”
ABOUT THE CAMPAIGN
Paper Boat came out with the three-minute ‘Hum Honge Kamyab’ video wishing everybody a Happy New Year while giving a message to its viewers to go out and try to make their dreams come true. The tastefully done video features some of the brightest Indian entrepreneurs, helping us add faces to a lot of names we would have heard over the course of the country’s start-up boom. The jingle has been sung by Sunidhi Chauhan and features entrepreneurs from varied fields including Sheelika Ravishankar of Team Indus (India's first independent mission to Moon), Jaydeep Mandal of Aakar Innovations, Shaheen Mistry of Teach for India, Amuleek Singh Bijral of Chai Point, Anoj Viswanathan of Milaap, Pallavi Gupta of MK Dabbawalla, Shubhra Chaddha of Chumbak and Tanmay Bhat of All India Bakchod.
ABOUT THE SHOW
Each week, the half-hour show ‘From Logo to IMPACT’, co- produced by exchange4media and Bloomberg TV India, brings together top CMOs, ad gurus and agency heads to provide an in-depth analysis of the hottest trends and news in the ad-media-marketing space. Its focus is on the new age economy and new entrants in the advertising space. The show is aired on Bloomberg TV India at 10.30 pm every Wednesday, with repeat telecasts at noon on Saturday and 6.00 pm on Sunday.
