MUMBAI: Initiating a new beginning in the Indian marketing space, Keventer, the largest Banana brand in India, has launched the nation’s first ever marketing campaign to promote ethylene ripened Bananas.
Banana being a low-value product and easily available throughout the year across India, not many organizations have actively promoted the consumption of the fruit. Keventer Agro, one of the fastest growing Food & Beverage companies in Eastern India, has taken a leadership stance in endorsing Banana with India’s first TVC promoting this delicious food.
While everyone’s aware of the health benefits of Banana, one of the key objectives of the campaign is to position it as a desirable diet for children of all ages. The TVC takes the protagonist (a kid) to a fantasy land where the nature celebrates the wholesome goodness of banana with Banana Dolphin, Banana Bird, Banana Butterfly, etc. The stop motion video aims at evoking fantasy in every kid’s mind, encouraging them to consume banana every day.
The TVC will be backed by a month-long high decibel campaign along with an engaging on ground activity to spread awareness about the various benefits of Keventer Banana.
Commenting on India’s first campaign to promote Banana consumption, Mr. Mayank Jalan, CMD, Keventer Agro said “The launch of the first integrated campaign to market bananas in India is an important milestone for us. With an annual sales of 30,000 tonnes, we are the largest branded banana suppliers in the country but the opportunity in India is largely untapped. The launch of this campaign is another step towards achieving our objective of making banana a staple food in every kitchen across the country.”
“Keventer Agro is the largest seller of branded bananas in India, and has been working extensively with farmers in West Bengal. We provide agronomic advice and assured buyback of produce, and this has led to a sustained improvement in the livelihoods of over 15,000 farmers in the state. Bananas are a great source of nutrition, and we are doing everything in our power to bring this “superfood” to consumers. We are confident that this campaign will leave an impression in people’s minds resulting in a deeper connect with brand Keventer.”- Informed Mr. Sunil Kajaria, CEO- Banana, Keventer Agro Ltd.
Commenting on the creative aspects of the campaign, Ms. Suparna Mucadum, EVP -Genesis Advertising Pvt. Ltd. said “Bananas are perceived as a boring fruit. We wanted to make the product fun and enjoyable, especially for the kids ......Hence stop motion has been used as a device to capture and create a romance around the product. This has been beautifully presented with the 'Banana Wonder World' story."
