Bindu Fizz Jeera Masala, one of the beloved jeera drinks of the South, unveiled its new brand campaign recently, created in collaboration with Wirality. The campaign film tells the story of a young woman unable to travel home for the festival, and goes on to show how she embodies the brand’s ‘Bindas Aagi Baduki’ mantra to form new friendships, and find the familiar amongst the new.
It shows how a single sip can sometimes bridge the differences in language, class, and gastronomy.
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 likes to describe as “the familiar in the new”.
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 “Bindas Aagi Baduki”. 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 at Wirality, said, “The film is quite unlike any aerated beverage commercial you might have seen in a long while. It steers clear of the cliches. It doesn’t make unreal claims, and it keeps things real and relatable. Because when the product truly is genuine, and its following is rooted in a certain kind of culture, All you need to do is tell a real story, and that’s what we have done. If you have seen the ad, you will know that the brand’s mantra Jee Hoke Free translated to “Bindas Aagi Baduki”, is literally the point that drives itself home. 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 for Bindu Fizz Jeera Masala, were all crafted with the same idea and purpose in mind. Hopefully, the brand fizz will outlast the festivities. ”
Adding to it all, Megha Shankar, Director, The House of Bindu, had the following to say, “The film has struck a chord with our audience. It captures their emotions, and delivers a straight-to-the-heart message that sometimes, all you need to overcome seas of difference is a single sip. A jesty, feisty, fizzy sip, so to speak. That’s what Bindu means to our fans down south and the spirit we hope to bring home in a bottle to our audiences up north and across India. Bindas Aagi Baduki!”
