Jack in the Box Worldwide’s new #FaceKaCharger Pond’s Men film celebrates the football season
Jack in the Box Worldwide ups the ante of video content with its new film for Pond’s Men, featuring Varun Dhawan and Baichung Bhutia. The film aims for a stronger brand connection with the energetic stars to highlight key product benefits, while driving immediate salience amongst audiences by associating it with the football season.
A spontaneous one-on-one football stand-off between the Bollywood heart-throb and India’s own football icon awakens the sleepy set at the beginning of the film into an active playground. Unfazed by their drab surroundings, the duo conveys the products’ ultimate promise – freshness and energy.
“Not very often do we get the unique opportunity to reinforce key brand messages through engaging content. Pond’s Men opened a vast canvas for us and this film showcases key product benefits in a real and gritty scenario, highly relevant to the Brand TG,” said Abhishek Razdan, Executive Vice President & National Business Head, Jack in the Box Worldwide.
The onset of a sporting season brings out the player in every fan. Football and cricket aficionados especially are engulfed by its fever. The film showcases Varun and Baichung’s electrifying talents celebrating the football season. Its earlier association with dance (with Varun Dhawan’s previous hit, ABCD 2), and now with sports, conveys product strengths of Pond’s Men subliminally, making the proposition aspirational and highly relevant.
The 120 Media Collective’s integrated communications vertical takes a fresh approach on the creative film by adding layers of nuance, retelling the brand’s story through a youthful and rugged voice.
The film, the first in a series, is produced by Sniper, also a part of The 120 Media Collective. “Compelling content backed by sound strategy and effective distribution is our calling card at The 120 Media Collective. It’s great when a long-term Jack in the Box client gives us an opportunity to bring together the high order capabilities that lie within other parts of the Group. In this case, Sniper was called on to do what it does best – great video content!” said Roopak Saluja, Founder & CEO, The 120 Media Collective, speaking on the collaboration.