ITV

Tag: Paperboat

  • The Script Room swings for the fences with 32 IPL ad films for Groww, PhonePe, My11Circle and PaperBoat

    The Script Room swings for the fences with 32 IPL ad films for Groww, PhonePe, My11Circle and PaperBoat

    MUMBAI: In a thunderous IPL innings, Bengaluru-based creative powerhouse The Script Room knocked it out of the park with 32 ad films across four marquee brands—Groww, PhonePe, My11Circle and PaperBoat—cementing its status as a storytelling ace in India’s busiest ad season.

    From small-town dreams to nostalgic sips and meme-worthy jingles, the indie shop blended creativity with cultural cues to deliver high-impact campaigns that stood tall amid the IPL blitzkrieg.

    Groww’s six-film campaign saluted New India’s many shades of progress—whether it’s moving cities or moving mindsets. Rooted in personal triumphs and quiet ambitions, the ads painted a relatable canvas of growth, far removed from the stock market ticker clichés.

    PaperBoat Swing, meanwhile, served up a refreshing double with two warm, wistful films that stirred up childhood memories and the simple joy of coconut water. The nostalgic whiff came with the poetic touch of Gulzar saab, no less—produced by the same team that gave the brand its soul years ago.

    PhonePe brought back its fan-favourite ‘PhonePe Girl’ with a 10-ad blitz, proving tech doesn’t have to talk like tech. Instead, it danced through daily life—charming its way through everything from paying bills to booking cabs. The 20-seconders were zippy, cheeky, and bang on brand.

    Then came My11Circle, crashing in with a “baith ja” banger. With a cheeky twist on the classic Aaja Meri Gaadi Mein Baith Ja, the campaign’s jingle “Aaja Meri Circle Mein Aaja” became an earworm—and a meme sensation. With 14 snappy spots and a swag-loaded positioning, it called out to the game-chasers and glory-hunters alike.
    The numbers? Millions of views, strong TV presence, digital domination, and social media amplification. My11Circle doubled down with influencers and celebs to push the pedal on reach.

    The Script Room cofounder Ayyappan Raj said, “IPL has always been super prime time for us. While it’s a big sporting event, it’s also India’s biggest media event. And since we are focussed only on films many clients reach out to us for sharp thinking, simple-yet-insightful stories, in short formats. We had a very good run this year at IPL with superb work for PhonePe, My11Circle, Groww and PaperBoat. My11Circle audio-track is a massive hit and is already part of meme culture. Groww story of a man choosing to work from a small town is one of my favourite films. Thanks to our collaborators Vinil Mathew, Vasan Bala, Shakun Batra and Shirsha Guha Thakurta, and our writing partners Sainath, Shivani, Mihul for bringing alive all of these stories in the best possible form.”

    The Script Room cofounder Ramsam added:  “IPL is all about capturing attention in the shortest possible time and that’s where our strength lies – storytelling that’s sharp, engaging, and quick. In fact, our very first IPL campaign in 2019 was a series of 10 short films for Netflix, played episodically over consecutive adbreaks.”

    He added, “Also most IPL briefs are quite focused, after all, it’s the most premium advertising slot. Over time, with repeated collaborations across IPL seasons, we’ve found our rhythm with brands. We focus on life insights, simplicity, and always try to think like the consumer, not just as advertisers. That helps the stories land better.”

    With directors like Vinil Mathew, Vasan Bala, Shakun Batra, Shirsha Guha Thakurta, and writers Sainath, Shivani, Mihul behind the camera, The Script Room’s IPL 2025 showreel is a mic-drop moment for India’s indie ad scene.

    Watch the highlights:

    Groww
    Film 1 | Film 2 | Film 3

    PaperBoat
    Film

    My11Circle
    Film 1 | Film 2

    PhonePe
    Film

     

  • PaperBoat rolls out its summer campaign with fresh new flavours

    PaperBoat rolls out its summer campaign with fresh new flavours

    Mumbai:- Packaged beverage brand PaperBoat has rolled out its first campaign for the summer. The campaign conceptualised by The Script Room, showcases the various flavours of PaperBoat Swing. The agency was named as the beverage brand’s creative partner recently following an account win.

    The ad film, set in a heart-warming setting, sees a couple of children working up a cosplay of a lemonade stand, where they are serving the refreshing flavours of the drink to their mother. 

    The campaign will be seen on television and digitally as well. 

    “This is a new variant of Paper Boat. And we felt that it would be best to now just introduce ourselves and our offering to the world. The task was to continue to keep the innocence and simplicity that the brand is known for. And still infuse it with some newness. We’re delighted with the outcome. It’s always been a great pleasure to work on Paper Boat,” The Script Room co-founder and the director of the film Ramsam (Rajesh Ramaswamy) said, speaking about the campaign.

    Adding to Ramsam, Ayyappan Raj, co-founder, The Script Room said, “Once in a while in life, and business, you need some sort of an affirmation. For me, Neeraj choosing to work with us was exactly that. Paper Boat ad from The Script Room means a lot to us. The new Swing film is a lovely starting point and first of many good things to come”. 

  • ‘You can save her’ Paperboat in Magic Bus

    ‘You can save her’ Paperboat in Magic Bus

    MUMBAI: Magic Bus launched its first-ever public appeal TVC ‘You can save her’. The video, featuring Abhishek Bachchan, is aimed at the public and attempts to spur involvement in ending poverty.

    The storyboard follows a well-to-do family’s chance encounter with a girl child caught in an exploitative web of child labour, and a life without education. It goes on to show how individuals can take a step to save her from losing her childhood to marriage or exploitative labour.

    Magic Bus will reach out to mainstream media like Star Plus to showcase the ad film. The film will also be launched on Magic Bus’sYouTube channel. The TVC has been created by Paperboat Design Studios.

    Magic Bus India Foundation founder Matthew Spacie said, “Every time we read the newspaper or step out of our homes, we witness children living in worst possible circumstances. This video appeal is our attempt to provide urban, educated people to be directly part of a solution. When you support a child on the Magic Bus programme, you ensure she goes to school, escapes child marriage and has a salaried job when he or she grows up.”

    Bollywood heartthrob Abhishek Bachchan, said, “I have spent time with Magic Bus’ children and youth and what’s wonderful is that their approach works – changing one life at a time for the better.”

  • ‘You can save her’ Paperboat in Magic Bus

    ‘You can save her’ Paperboat in Magic Bus

    MUMBAI: Magic Bus launched its first-ever public appeal TVC ‘You can save her’. The video, featuring Abhishek Bachchan, is aimed at the public and attempts to spur involvement in ending poverty.

    The storyboard follows a well-to-do family’s chance encounter with a girl child caught in an exploitative web of child labour, and a life without education. It goes on to show how individuals can take a step to save her from losing her childhood to marriage or exploitative labour.

    Magic Bus will reach out to mainstream media like Star Plus to showcase the ad film. The film will also be launched on Magic Bus’sYouTube channel. The TVC has been created by Paperboat Design Studios.

    Magic Bus India Foundation founder Matthew Spacie said, “Every time we read the newspaper or step out of our homes, we witness children living in worst possible circumstances. This video appeal is our attempt to provide urban, educated people to be directly part of a solution. When you support a child on the Magic Bus programme, you ensure she goes to school, escapes child marriage and has a salaried job when he or she grows up.”

    Bollywood heartthrob Abhishek Bachchan, said, “I have spent time with Magic Bus’ children and youth and what’s wonderful is that their approach works – changing one life at a time for the better.”

  • Paper boat: Navigating successfully in the beverages market

    Paper boat: Navigating successfully in the beverages market

    MUMBAI: It’s not about commercial success; it’s about telling a story. It’s not about spending plenty, but it’s about innocently connecting one to nostalgia. 

    A brand from nowhere penetrated the Indian beverage market with a few never-heard-about drinks and in never-before-seen packaging and in no time emerged as a trend setter for others to follow. When it entered not many prophesised  success, but as they progressed and hit a home run, they definitely piqued brand mavens’ interest.

     Backed by Sequoia Capital start-up Hector Beverages’s Paperboat with a few million happy consumers has made a major mark in the $5.18 billion beverage market. 

    “956 happy people is the size of our company,” says Hector beverages CEO Neeraj Kakkar which somehow depicts the ethos the company follows. 

    There are three active plants in which both R&D and production takes place. The company raised about $30 million last year and pumped it into increasing manufacturing capacity. 

    “At this stage we are producing 420 bottles per minute. By June we will have our new plant in Mysore operating, that will spur up our production to 900 bottles per minute,” informs Kakkar.

     

    Though Hector Beverages would like to grow further but at this stage the management is not looking to raise any further funds.

     “There is no end to growth and we would like to grow further, but we have the money for now and we are not looking to raise more funds rather our focus is to launch new recipes,” says Kakkar.

     

    Besides happy people and quality infrastructure, Hector Beverages also has 14 recipes, which previously never featured in the catalogue of traditional beverage brands. Drinks, which only grandmothers used to prepare in the Indian kitchen, were introduced in innovative packages for consumers.  Be it  Kokam, Aam Panna or recently launched chili guava the drinks successfully managed  to take us down nostalgia lane.  

    Products are tested and gestated in the lab for up to three years before making it to shop shelves. “As we speak now we have more than 35 projects which we are working on. Khanji is a drink we started working on two years back and still we are not anywhere close to launching it. Recipe, research, raw material, commercialization, rollout is the broad structure that we follow,” the CEO educates. 

     

    Chilli Guava and the sweet concoction of jaggery Pannakam are the two drinks the beverage company has already launched this year and going forward the plan is to launch 10 more.

     

    The $100 million company has secured triple digit growth last year and plans to match that number this year too. “We are poor at numbers,” says Kakkar with a wide smile “and hence will not put any number target, but as I mentioned the target is to keep the recipe alive,” he adds.

     

    The recipes when clubbed with the TVCs Hector Beverages has been creating in association with Lowe Lintas, manage to take one to a paper boat ride down memory lane. The Malgudi Days tune paired with Gulzar’s poem and recitation are indeed an alluring hypnotic lead in to the mouth-watering fruit beverages in the TVCs. And behind all the marketing initiatives the man responsible is the company’s marketing head Parvesh Debuka. 

     

     

    He believes innocence is the key and that is all the brand wants to communicate.  Recently  the company reprinted The Jungle Book and offered it free to consumers purchasing six standi-pouches at a time. The bundle was released at a time when India was screening The Jungle Book in theatres. 

     

     

    “It is a co-incidence,” says Debuka, “We have been planning the reprint since a year now. That time we had no idea about when the movie will be in the theatres. This is a part of our plan to create a PaperBoat library and we reprinted Three Men in a Boat by Jerome K Jerome last year and next year too we will reprint one and give it for free to the consumers.”

     

    The Indian ethnic drinks manufacturer targets anyone who consumes fruit beverages  without any demographic segmentation. But its key target is the 20 to mid-30-yers and it’s communication is also addressed towards them. 

    “Digital is where we pay serious attention for its interactive nature but in terms of spend TV continues to be the focus and the return on TV is more,” says Kakkar. “This year value wise our marketing spend will go up as it will be certain per cent of the sales which has gone up significantly, but the percentile would be less than last year as last year our emphasis was on getting more awareness.”

     Consumer insights play a vital role in orchestrating the road map when it comes to marketing as well as packaging, “We got feedback after we changed the cap of our packet. Someone wrote to us sharing his difficulty in opening the new package and then we immediately changed it to the butterfly one. We also use feedback to strengthen our recipes and hence they are always precious,” adds Debuka.

     

    Paper Boat’s journey so far has shown others a new way to sail in to the beverage market and there are many now following them.

     Hajmola launched Yoodley with similar packaging and identical flavours, “Competition only makes the ecosystem better, there is nothing for us to worry about. In fact I am happy that there are other players coming in, it will broaden the size of the market,” concludes Kakkar. 

    Spoken like a true sailor!

  • Paper boat: Navigating successfully in the beverages market

    Paper boat: Navigating successfully in the beverages market

    MUMBAI: It’s not about commercial success; it’s about telling a story. It’s not about spending plenty, but it’s about innocently connecting one to nostalgia. 

    A brand from nowhere penetrated the Indian beverage market with a few never-heard-about drinks and in never-before-seen packaging and in no time emerged as a trend setter for others to follow. When it entered not many prophesised  success, but as they progressed and hit a home run, they definitely piqued brand mavens’ interest.

     Backed by Sequoia Capital start-up Hector Beverages’s Paperboat with a few million happy consumers has made a major mark in the $5.18 billion beverage market. 

    “956 happy people is the size of our company,” says Hector beverages CEO Neeraj Kakkar which somehow depicts the ethos the company follows. 

    There are three active plants in which both R&D and production takes place. The company raised about $30 million last year and pumped it into increasing manufacturing capacity. 

    “At this stage we are producing 420 bottles per minute. By June we will have our new plant in Mysore operating, that will spur up our production to 900 bottles per minute,” informs Kakkar.

     

    Though Hector Beverages would like to grow further but at this stage the management is not looking to raise any further funds.

     “There is no end to growth and we would like to grow further, but we have the money for now and we are not looking to raise more funds rather our focus is to launch new recipes,” says Kakkar.

     

    Besides happy people and quality infrastructure, Hector Beverages also has 14 recipes, which previously never featured in the catalogue of traditional beverage brands. Drinks, which only grandmothers used to prepare in the Indian kitchen, were introduced in innovative packages for consumers.  Be it  Kokam, Aam Panna or recently launched chili guava the drinks successfully managed  to take us down nostalgia lane.  

    Products are tested and gestated in the lab for up to three years before making it to shop shelves. “As we speak now we have more than 35 projects which we are working on. Khanji is a drink we started working on two years back and still we are not anywhere close to launching it. Recipe, research, raw material, commercialization, rollout is the broad structure that we follow,” the CEO educates. 

     

    Chilli Guava and the sweet concoction of jaggery Pannakam are the two drinks the beverage company has already launched this year and going forward the plan is to launch 10 more.

     

    The $100 million company has secured triple digit growth last year and plans to match that number this year too. “We are poor at numbers,” says Kakkar with a wide smile “and hence will not put any number target, but as I mentioned the target is to keep the recipe alive,” he adds.

     

    The recipes when clubbed with the TVCs Hector Beverages has been creating in association with Lowe Lintas, manage to take one to a paper boat ride down memory lane. The Malgudi Days tune paired with Gulzar’s poem and recitation are indeed an alluring hypnotic lead in to the mouth-watering fruit beverages in the TVCs. And behind all the marketing initiatives the man responsible is the company’s marketing head Parvesh Debuka. 

     

     

    He believes innocence is the key and that is all the brand wants to communicate.  Recently  the company reprinted The Jungle Book and offered it free to consumers purchasing six standi-pouches at a time. The bundle was released at a time when India was screening The Jungle Book in theatres. 

     

     

    “It is a co-incidence,” says Debuka, “We have been planning the reprint since a year now. That time we had no idea about when the movie will be in the theatres. This is a part of our plan to create a PaperBoat library and we reprinted Three Men in a Boat by Jerome K Jerome last year and next year too we will reprint one and give it for free to the consumers.”

     

    The Indian ethnic drinks manufacturer targets anyone who consumes fruit beverages  without any demographic segmentation. But its key target is the 20 to mid-30-yers and it’s communication is also addressed towards them. 

    “Digital is where we pay serious attention for its interactive nature but in terms of spend TV continues to be the focus and the return on TV is more,” says Kakkar. “This year value wise our marketing spend will go up as it will be certain per cent of the sales which has gone up significantly, but the percentile would be less than last year as last year our emphasis was on getting more awareness.”

     Consumer insights play a vital role in orchestrating the road map when it comes to marketing as well as packaging, “We got feedback after we changed the cap of our packet. Someone wrote to us sharing his difficulty in opening the new package and then we immediately changed it to the butterfly one. We also use feedback to strengthen our recipes and hence they are always precious,” adds Debuka.

     

    Paper Boat’s journey so far has shown others a new way to sail in to the beverage market and there are many now following them.

     Hajmola launched Yoodley with similar packaging and identical flavours, “Competition only makes the ecosystem better, there is nothing for us to worry about. In fact I am happy that there are other players coming in, it will broaden the size of the market,” concludes Kakkar. 

    Spoken like a true sailor!