Ad Campaigns
Nippo recalibrates itself for the new age with its campaign ‘For the New You’
Mumbai: Indo National Ltd., a household name in batteries with its iconic brand Nippo, for over five decades is undergoing a momentous transformation to keep in step with the values and demands of a younger and a more ambitious generation of Indians. As a part of this thought process, the company has decided to expand across multiple consumer touchpoints through a range of allied categories.
With the launch of Nippo Thor Digi Alkaline AA and AAA batteries, Nippo also signals its unambiguous intent to play at the upper end of the alkaline battery market, so far cornered by just one player. Also, with LEDs, new age torches, mosquito swatters, electrical accessories and more, the company that has been identified with batteries all along, is finally hoping to break out of its one-product image once and for all.
Having unveiled its new logo just a couple of months ago in a high-decibel launch event in Chennai, the company is now ready with a multi-media brand campaign conceptualised by Underdog. ‘For the new you’ is a 360 degree campaign which urges consumers to see life from a whole new perspective and assures them that the legacy brand is evolving for and with them. It reflects the values of a new era, one in which the country’s median age is barely 28.
Indo National Ltd. COO Muthar Basha who is spearheading this transformation is upbeat about the campaign, “With the new campaign ‘For the New You’, I am confident about having a fresh proposition that will be around for some time to come. Our brief to the agency was to create a fresh feel for the brand that breaks free from typical category clichés and delivers a proposition that can genuinely signify a societal shift about the changing times. While Nippo is a strong No.2 pan-India player, it was important for us to underline the brand’s heritage and connect with our consumers across India. The campaign which has just been released nicely captures this sentiment.”
Indo National Ltd. marketing VP BLN Prasad, is equally excited with the challenge of revamping the brand,“When it comes to batteries and electrical products, Nippo has a rich legacy spanning half a century. Most homes in the country regard Nippo as their go-to brand for value-for-money batteries. While our other products, such as LED lights, torches, and mosquito swatters also enjoy the confidence of our consumers, we believed it was time to reintroduce the brand in a new light to reinforce an inclusive and a more accepting worldview, one which the company genuinely stands for.”
Underdog, the agency behind the creative communication strategy, has reflected the brand’s new message in its all-round package, which includes two TVCs, outdoor, tactical print and digital.
Underdog co-founder & COO Vikram Gaikwad, is delighted with the agency’s new campaign. He says, “For us, this was a rare opportunity to transform a heritage brand’s look and feel into something fresh, youthful, and vibrant. Nippo’s new, contemporary vibe has been extended throughout its packaging and media vehicles and we hope it will resonate with its core consumers while also attracting new ones.”
Underdog COO & co-founder Vistasp Hodiwala said, “To reposition an iconic brand like Nippo is not just a challenge but also a responsibility. This campaign walks the fine line between old age values and new age aspirations. We have an evocative brand film that captures the sentiment of these new values across markets and another film tailored specifically for the Telugu, Tamil and Hindi viewers. What works for these films is the way the everydayness of the situations are altered by a touch that is uniquely 2023.”
The TVCs have been handled by Surbhi Bafna of TSF Films and directed by Amit Satyaveer Singh. The campaign will see a phased release very soon.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
