Brand news

MTR Foods brings Norwegian 'Laban Stretchy Man' to India

22 Nov 2017

Laban Stretchy Man, the new human-shaped, stretchy, fruit flavoured chews from Norwegian brand Orkla, has been launched and localized by MTR Foods in India.
The brand joined hands with Dentsu India, the creative agency from Dentsu Aegis Network to launch its first TV Commercial for the product, bringing alive the key properties of Laban as the TVC focuses on the mischievously funny Laban-fueled exploits of two kids based purely on their imagination.

Watch the spot:

Samrat Chengapa, SVP, Dentsu India said, “Communicating to children is a happy problem. They’re imaginative and relish the randomness you throw at them
Especially in a category that is flooded with humour. Laban is a product that is truly imaginative at the product level. And that set the platform for us to build on with a memorable jingle that captured the in-built craziness of being stretchy and human shaped. With this TVC, we’ve managed to showcase all the fun and create a sing-along track that kids will just love. And this is just the beginning.”

On the launch of the new campaign, Sunay Bhasin, CMO, MTR said, “Laban is a powerful product that is capable of sparking imagination and encouraging creativity in the consumer’s minds. For its first TVC campaign, we wanted to focus on what makes Laban so unique by showcasing its differentiated properties and at the same time emphasize on the true spirit of joy and playfulness that the confectionary personifies. The new TVC is fun, engaging and relatable for our consumers with a memorable jingle “Laban ki Pahunch Lambi Hai” that has added to its fun aspect. We know that this TVC will be well-received and loved by our consumers.”

Campaign credits:
Chief Creative Officer: Rahul Sengupta
Group Creative Director: Ajesh N
Senior Creative Director: Rajesh Narasimhan
Associate Creative Directors: Vimalkirti Deshmukh & Ashwin Leon Mariadoss
Director: Abhijit Chaudhuri a.k.a Dadu
Production House: QED films
Music Director (Optional):
Languages: Hindi & Tamil