Paper Boat 'Bachpan Barkaraar'
Skills
Process
Paper Boat's advertising uses memory and nostalgia as the driving emotion, majorly targeting the Indian millennials (aged 30-45). By understanding their brand positioning, I realized a huge gap within the adulting gen-z (aged 18-29), which is moving towards their career while facing toxic work culture, chronic online presence and social isolation. The campaign 'Bachpan Barkaraar' emerges to voice and relate to this audience. Along with the tagline, I created the campaign strategy, messaging, ad copy, narrative, storyboard and other collaterals like social media post.
Result
Being a passionate storyteller, I started this project to explore my interest in advertising and marketing media and it turned out to be my biggest motivation to further pursue branding and advertising. Received very positive reviews on the ad film from my peers and mentors alike.
