Nippo Batteries In Its new Campaign Reveals Battery and allied range by highlighting ‘progressiveness’

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Indo National has rolled out a campaign for its battery brand Nippo. The campaign has been conceptualised by Underdog and consists of two films

The campaign showcases how the brand has expanded into allied categories which include torches, mosquito swatters and other electrical accessories with a focus on its flagship product – batteries. Titled ‘for the new you’ the campaign urges consumers to see life from a new perspective and shows how Nippo can support them in this endeavour. 

Muthar Basha, COO, Indo National, said, “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 number two 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.”

BLN Prasad, VP – marketing, Indo National, added, “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.”

Vikram Gaikwad, co-founder and CCO, Underdog, said, “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.” 

Vistasp Hodiwala, co-founder and CCO, Underdog, added, “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.”

Source: Campaign India


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