Causing a juicy mischief.
Challenge
Jumpin, a juice brand in India has permanent residence in the memory of Indian millennials. But when it came to relaunching the brand with a new proposition, we were tasked to come up with a campaign that would speak to a new generation of kids - Gen Z.
Insight
Children love fruit juices but it’s the parents that make the purchase. We wanted to communicate with both. Children want fun, parents want children to be healthy.
Idea
We decided to create a messaging platform where children’s mischief was well-intended. Thus, was born “Bade Kaam Ki Masti” (Mischief That’s Very Useful).
Execution
We created a series of films where children became the mischievous yet well-intending heroes of the stories using Jumpin as the fuel for their adventures.
Brand
Jumpin
Campaign
Bade Kaam Ki Masti
(Fun That’s Very Useful)
Agency
J Walter Thompson
Role
Copywriter