Laban Stretchy Man – the new human shaped, stretchy, fruit flavoured chews- Norway’s largest selling confectionary brand – has been brought to India and localized by MTR Foods Pvt. Ltd., a subsidiary of Orkla ASA, Norway. The brand has launched its first TV Commercial (TVC) for the product, bringing alive the key properties of Laban, the TVC focuses on the mischievously funny Laban-fueled exploits of two kids based purely on their imagination.
The TVC plays out an encounter between two school-going brothers and a taxi driver. When a taxi driver rudely shouts at the children who are trying to cross a busy traffic signal, the kids bring out their Laban Stretchy Men and catapult them across the street. The imaginary Stretchy Men stretch, jump and fly across the crossing and finally land on the traffic signal itself. They then proceed to dance on the lights, changing its colors in the process. This confuses the taxi driver who thinks the signal is at green. When he tries to cross the signal he gets caught by a traffic policeman who shows the taxi driver that the signal is actually at red and that the taxi driver has almost broken a traffic rule by jumping a red light. This leaves the kids laughing and feeling satisfied that they have taken their revenge on the rude taxi driver with the help of Laban Stretchy Man!
The concept of the TVC was based on the insight that kids see themselves as small but they wish they could have the last laugh. The personality of Laban, which is uniquely differentiated from other confectionary in the market, provides a moment of escape for kids from their fixed routines. Laban is an idea engine that pushes their imagination and empowers them with creative ideas to help overcome everyday challenges. The communication and the new TVC has emphasised on this concept.
On the launch of the new campaign, Sunay Bhasin, CMO, MTR Foods Pvt. Ltd. had this to say, “Laban is a powerful product that is capable of sparking imagination and encouraging creativity in the consumer’s minds. For its first TVC campaign, we wanted to focus on what makes Laban so unique by showcasing its differentiated properties and at the same time emphasize on the true spirit of joy and playfulness that the confectionary personifies. The new TVC is fun, engaging and relatable for our consumers with a memorable jingle “Laban ki Pahunch Lambi Hai” that has added to its fun aspect. We know that this TVC will be well-received and loved by our consumers.”
Samrat Chengapa, Senior Vice President, Dentsu India Pvt Ltd “Laban is an exciting new product that is unlike any other in the market. The Laban’s Stretchy Man is a very interesting and lively character. It was a fun challenge to conceptualise the Stretchy Man and create Laban’s first TVC in India. We are confident that the ad will catch the attention of our audience and are delighted to have worked on it”
Chief Creative Officer: Rahul Sengupta
Executive Creative Director: Ajesh N
Senior Creative Director: Rajesh Narasimhan
Director: Abhijit Chaudhuri Dadu
Production House: QED films
Languages: Hindi & Tamil