Nippo releases ‘For the New You’ campaign

Nippo has been experiencing a monumental makeover for over five decades in order to keep up with the values and ambitions of a younger and more ambitious generation of Indians. As part of this strategy, the company has decided to expand across many customer touchpoints via a variety of associated areas. 

After unveiling its new logo in a high-decibel launch event in Chennai a few months ago, the company is now ready with a multi-media marketing campaign conceptualized by Underdog. 'For the new you' is a 360-degree campaign that encourages consumers to look at life in new ways and reassure them that the legacy brand is developing for and with them. It reflects the values of a new era, one in which the median age in the country is only 28.



"With the new campaign 'For the New You,' I am confident about having a fresh proposition that will be around for some time," says COO Muthar Basha, who is directing this transformation. Our brief to the agency was to create a fresh feel for the brand that deviates from normal category clichés and presents a proposition that may truly represent a societal change about changing times. While Nippo is a strong No.2 pan-India player, we felt it was crucial to highlight the brand's legacy and connect with our consumers across the country. The recently published campaign nicely conveys this mood."

BLN Prasad, V.P. Marketing, is equally enthusiastic about the brand's relaunch: "When it comes to batteries and electrical products, Nippo has a rich legacy spanning half a century." Most people in the country consider Nippo to be the best value for money when it comes to batteries. While our previous goods, such as LED lights, torches, and mosquito swatters, have earned our customers' trust, we felt it was time to reintroduce the brand in a fresh light in order to reaffirm an inclusive and accepting worldview, one that the company actually stands for."

Underdog, the agency in charge of the creative communication strategy, represented the brand's new message in an all-encompassing package, which included two TV commercials, outdoor, tactical print, and digital.  

Underdog co-founder and CCO Vikram Gaikwad is overjoyed with the agency's latest campaign. "This was a rare opportunity for us to transform a heritage brand's look and feel into something fresh, youthful, and vibrant," he says. We believe that Nippo's new, contemporary mood will resonate with its core consumers while also drawing new ones." 

According to Vistasp Hodiwala, co-founder and CCO of Underdog, "repositioning an iconic brand like Nippo is not only a challenge but also a responsibility." This advertising treads a delicate line between traditional traditions and modern goals. We have an evocative brand film that captures the emotion of these new principles across markets, as well as another film that is created specifically for Telugu, Tamil, and Hindi audiences. What works for these films is how the everydayness of the settings is transformed by a distinctly 2023 touch."