Jumpin has been present in the Indian market for over 15 years now, with a loyal set of consumers. The new Jumpin has the delicious taste of real Alphonso mangoes, and the rich, thick, lip-smacking juice gives you loads of energy.
The new TVC is highly clutter breaking and brings alive the brand as a Jumpin-boy who is smart, active and quite the all-rounder - enjoys his studies but makes sure he doesn’t miss out on fun. He is full of beans and is quite mischievous and cheeky exploring boundaries and handling everyday challenges with zealous enthusiasm.
While walking back from school he notices two goons extorting money in the name of donation in the neighbourhood. He wants to teach them a lesson and after drinking Jumpin, he gets a brilliant idea to prank the goons and scare them away. He walks home with a mischievous smile with the background score playing the yester year classic ‘nani teri morni’. The smart boy is now home and acts on his idea by replacing his grandmother’s dentures with vampire dentures.
He innocently sits on the sofa savouring his Jumpin eagerly waiting for the drama to unfold. The doorbell rings and grandma answers the door. The goons panic on seeing grandma and hustle away in shock and fear. The grandma is clueless that she is wearing vampire dentures and keeps wondering why the goons made a hasty retreat.
The TVC also reveals the new Jumpin packaging when we see the pure mango juice bursting and as it settles on screen.
The underlying objective of the ad is to deliver the message that Jumpin is a partner in crime that gives kids endless energy to do all the masti they want, but with a cause, as the tagline goes - Bade Kaam ki Masti!
The communication task in hand was to make consumers relook at Jumpin in the clutter of options that are available to them & give them a reason to choose Jumpin over other mango drinks available in the market.
Commenting on the launch of Jumpin, Mahesh Kanchan, VP & Marketing Head of Godrej Hershey Ltd., “The big idea of 'bade kaam ki masti' will strongly connect Jumpin with kids, who are our core consumers. Jumpin gets back on air after a long interval and this will give a big boost in driving our objective of gaining market shares. The brand has tied up with Tom and Jerry to create excitement amongst kids."
Rajesh Saathi, Director says while the film had a lot of masti, one of the things that attracted me was the choice of the song "Naani teri morni ko mor". This song is very significant for millions of Indians across generations.
Every grandmother has made their grandchildren hear it and it's in the DNA of most Indians, which will instantly help the film & the brand Jumpin to connect with the consumers. It has also never been used before in an ad film. What is fantastic is that the song fits the film like a glove. Music director Sanjeev Wadhwani remixed it to give it a modern twist and Neha's voice made it edgy.