Brand promise of Drinks and Memories continues with a film that pays tribute to Indian Railways
National, 16th March 2017: We didn’t realize that we were making memories, we were just having fun!
Paper Boat has carved a niche for itself, not just with its products, but soul-stirring films that tug at the heart and transports one back to innocence of simpler times – childhood. A large part of our memories of childhood include family and friends, fun and mischief – but silently forming the background, are also unacknowledged institutions that played perfect hosts to those moments we cherish for a lifetime.
Paper Boat’s latest film is a tribute to one of the country’s greatest, oldest and most majestic institutions, which first taught us that the thrill of travel is in the journey, the destination was incidental.
Parvesh Debuka, Marketing Head, Hector Beverages Pvt Ltd said, “At Paper Boat, we belive to be protectors of timeless recipes. The films we create find resonance in people across age, class and any other barriers. This time, we are paying a unique tribute to one such institution that carried us wherever we wanted to go – the Indian Railways. The very mention of a train journey evokes a thousand memories. The hoot of a train, the shudder of the engine, the song of the tracks, the lull of the rhythm and the games played in compartments. At Paper Boat, we are happy to celebrate the legacy of unsung heroes who first stirred the ache of wanderlust in most of us and with whom we have our fondest vacation memories, The Indian Railways.”
Paper Boat continues to use the glorious soundtrack from Malgudi Days in yet another rendition that is guaranteed to mesmerize.
Executive Creative Director Rajesh Ramaswamy, Lowe Lintas says ““Every project on Paper Boat always starts with a thought that comes straight from the heart. So train journeys and the memories associated with them connected us all. And it's so universal. So we made a tribute to the trains for giving us such beautiful memories. And yes we got a director on board who had the same love for it!”
Relive your train journeys by viewing ours here: https://youtu.be/B3mgkHhn2x0
Creative Agency: Lowe Lintas, Bangalore
Chief Creative Officer: Arun Iyer
Executive Creative Director: Rajesh Ramaswamy
Creative Copy: Indrasish Mukherjee & Pradhumn Acholia
Creative Art: Rexena Devraj, Joann Joseph
Business Head: Hari Krishnan
Business: Sonali Khanna, Smrithi Ramanujam and Rhea Bharat Budhiraja
Planning: Subramanyeswar S, Nikita Shah
Production house: Black Box Films
Director: Krishnakumar R
About Paper Boat
Paper Boat is India’s premier authentic drinks brand from Hector Beverages. Led by seasoned beverage industry professionals, the company’s product portfolio features traditional, timeless Indian recipes like Aamras, Aam Panna, Jaljeera, Jamun Kala Khatta, and Kokum, and recently Chilli Guava and Neer More, to name a few. These tastes promise to bring back that age of summer vacations and endless innocent playtime, as summed up aptly by the brand’s proposition, “Drinks and Memories”. All of Paper Boat drinks are made without preservatives, added colours, or carbonation, and are available across all metros in Modern, General, and online trade outlets