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Apr, 11 2016

Paper Boat welcomes the summer with new drinks, launches chilli guava

To spread the word about these new drinks, Paper Boat will be airing short films across television and digital platforms.

This summer, Paper Boat brings back the taste of a near-forgotten memory: running out of school when the bell rang, a coin clutched in our hands, straight to the thela laden with mouthwatering guavas. With the new drink, Chilli Guava, relive inseparable friendships – exactly like chilli powder and guavas – sweet, sour, with a tang of spiceand a raw bite.

A second surprise this summer will be Paper Boat Neer More.Straight from the heart of South India, this recipe spells instant relief from parched afternoons of ceaseless cricket.

“Summers are here and this season we are launching new drinks that will strengthen our presence region-wise. As always, we have worked very hard to stay true to our promise of preserving authentic recipes that don’t just taste great, but have the ability to instantly take you back to your childhood,” shared Neeraj Kakkar, Co-Founder and CEO, Hector Beverages Pvt Ltd.

To spread the word about these new drinks, Paper Boat will be airing short films across television and digital platforms.

The summer campaign will also see two films dedicated to Paper Boat’s all-time class-toppers, Aamras and AamPanna. Conceptualized and written by Lowe Lintas, four short stories (one each for Chilli Guava, Neer More, Aamras and Aam Panna) explore memories triggered by the drinks themselves. The campaign was shot over four days at various locations in Mumbai.

Adding much heft to the films is Gulzar’s simple, enduring and evocative poetry – and he lends his voice to its recital too. Paper Boat continues to use the glorious soundtrack from Malgudi Days in a rendition that is guaranteed to mesmerize.

The 20-second films are supported by a marketing plan that has been designed to maximize reach for the new products. This includes airtime across general entertainment channels (GEC), English news,and prominent spots during theIndian Premier League (IPL).

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