MUMBAI, INDIA — Navratna Oil has joined hands with Kapil Sharma for its new campaign this summer. An immensely popular brand, Navratna Tel has given audiences some of the most memorable campaigns in the past few decades. Now it’s back with a bang, featuring a unique format that blurs the line between content and ad films.
Conceptualized by Wondrlab, a martech network, the series involves Kapil offering a solution in his signature style as Sumona Chakravarti, Kiku Sharda, and Gaurav Gera deal with problems caused by everyday chaos. The multimedia campaign spans TV, Social, Print, WhatsApp, Performance & Influencer Marketing, and more.
Kaushik Vedula, AVP for Marketing at Emami, said, “This year, we wanted to break the mold. As a market leader in this segment, we have always had brave campaigns that redefine benchmarks. With the growing market and brands finding new ways to be relevant, we decided to take the plunge into the wild. For a mass brand like Navratna, taking a step towards branded content opens up new avenues to reach and connect with our target audience. I am truly excited for this campaign and confident that it will significantly enhance our market presence.”
Amit Akali, CCO and Co-founder at Wondrlab, added, “The idea for the campaign came from Navratna’s history of entertaining the viewers with their ads. So, we decided to go all out. And who better than India’s Comedy Superstar to headline the campaign? We even got Kapil’s writers on board and worked with them to make sure the essence of Kapil Sharma shines through. And the result was better than we imagined. Of course, the credit goes to Kapil, Kiku, Sumona, and Gaurav for bringing the characters alive with their charm and improvisations on set.”
TGauri Gokarn, Content Director, shared, “It was a fun project to work on, writing branded content, coming up with digital ideas surrounding it, and collaborating with the actors. Safe to say, it is one of the most ambitious projects we have taken on, and we’re excited and eagerly waiting to see the audience’s response to this one-of-a-kind campaign.”
The campaign is live with the first webisode streaming on digital platforms. The other webisodes will soon be live on all channels, sure to entertain the viewers with a dose of laughter, fun, and cool cool champi.
