07.27.09

Sour Marbels print campaign

Print Ads, Consumer

Created by ad agency Ogilvy & Mather Mumbai, this series of ads communicates the really sour taste of Sour Marbels. The challenge was to communicate it in an endearing way so as not to alienate the existing customer base of the mother brand Marbels, which is sweet. After coming up with the concept of animals spitting out their prey, and trying multiple styles the creative team let the illustrator interpret the concept. It was a hit. Though the campaign was sour, the sales figures sweetened in three months.

Ashish Naik, art director; Nasrullah Husami/Saurabh Kulkarni, writers; Anurag Agnihotri, creative director; Abhijit Avasthi/Rajiv Rao, executive creative directors; Piyush Pandey, chief creative officer; Deelip Komane, illustrator; Rohit Kapoor, Perfetti Van Melle, client.

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