Bindu Fizz Jeera Masala, one of the beloved jeera drinks of the South, unveiled its new brand campaign developed in collaboration with Wirality. The campaign film tells the story of a young woman in an unfamiliar land, forming a bond with a local shopkeeper, and celebrating the festive period with her when she realises she can’t travel back home.
She embodies the brand’s ‘#JeeHokeFree’ mantra to form new friendships and find the familiar amongst the new. The story depicts how a single sip can sometimes bridge the differences in language, class, and gastronomy.
The accompanying assets of the campaign, such as the hand-illustrated series exploring the diversity of our festive landscape, and the influencer travelogue spinning new threads of conversation on social media, were all crafted with the same purpose in mind.
The campaign is being amplified across social media, and multiple brand touchpoints, with a third, influencer-led, travel-bites-style video series that sends you on a tour across Karnataka, tracing the footsteps of the protagonist of the brand film, and discovering what Team Bindu like to describe as “the familiar in the new”.
Watch the campaign here:
Speaking about the campaign, Saanand Warrier, CEO, Wirality, said, “after two pan India campaigns this time around we have returned to the roots of the brand with our first vernacular campaign based on the brand’s mantra of #JeeHokeFree or “Bindaas Aagi Baduki” in Kannada.
“We are very happy to have collaborated with Superfly India, who did a fabulous job in bringing this idea to life. And also the teams at SG Corporates and Scale Sherpas who have been an integral part of the process.”
Sharing his thoughts on the campaign, Aditya Bharadwaj, Creative Head, Wirality Media, said “The genesis of this film emerged once we decided to go regional; the film would have to revolve around finding new roots. We set out to communicate not only what the brand mantra means but more importantly how it feels, through a universal story that feels grounded in reality. Much of the story is told visually; the dialogue is merely functional. The product functions as the catalyst behind the story, ever present on screen but never overbearing. While engaging with it, the characters look past language barriers, age, and class, to form an unlikely but wholesome bond. This way, the focus remains on the film’s emotions, exemplifying the brand mantra: ‘Bindaas Aagi Baduki’.
Adding to it, Megha Shankar, Director, The House of Bindu, said, “The film has struck a chord with our audience. It captures the emotions of our fans, and delivers a straight-to-the-heart message that sometimes, all you need to overcome a sea of difference is a single sip. That’s what Bindu means to our fans down south, something we’ve tried to bring out through this campaign and that’s the spirit we hope to bring home in a bottle to our audiences “JeeHokeFree! (Bindas Agi Baduki)”
