Of childhood nostalgia and a beautiful life: What Paper Boat's web film is all about

Sometimes, one tends to reminiscence about one’s childhood and everything that goes with it. Memories of homework, the pranks played, the friends, school teachers and the carefree life resurface, bringing a smile to the face.

Paper Boat Drinks brings all these memories together, in one almost 2.5 minute web commercial. Titled ‘Jab Bachchey They’, the video is an illustrated montage of children having the time of their life, without a care in the world. The video is accompanied by a Hindi song describing the children’s antics. The commercial has been created by Bangalore-based Fisheye Creative Services.

Watch the film here:

Firstbiz spoke Dave Banerjee, CEO and strategy head at Fisheye about the ad. When asked about the brief from the brand, Banerjee admits to the initiative being entirely a proactive effort from the agency.

“This was entirely our initiative. The client was not aware of what we were doing. Paper Boat had given us complete liberty to do what we wanted on the brand; in fact they saw most of our work along with the general public. They are not the usual client that we see every day!” Banerjee said.

The campaign has a social media extension, too. Paper Boat asked Facebook users to come forward and share their childhood memories with them, and Banerjee said that over 14,000 users have come forward and done so, while the brand has covered 300 memories on the page.

Speaking about the execution of the campaign, Banerjee said, “The lyrics have been written by Sanjeev Kesri and music has been done by Shreyas-Abbas. All illustrations and animation has been done in-house at Fisheye.”

He also said that the film is among the top five most shared videos on Facebook in India.