Eveready Industries India Limited, a leading battery brand in India, is reinforcing its successful Ultima Alkaline Battery campaign, ‘Khelenge to Sikhenge’, in collaboration with its new brand ambassador Neeraj Chopra, the Olympic gold medallist and top men’s javelin star. The brand aims to connect with youth by recognizing children as natural scientists who learn through play and experimentation. Eveready is committed to offering long-lasting, value-for-money solutions for modern India, acknowledging the role toys play in children’s development. These toys not only bring joy but also impart essential values like friendship, sharing, and compassion.
The newly launched TV commercial, created by Ogilvy, highlights the importance of powering children’s toys with Eveready’s Ultima Alkaline batteries, providing 400% more power for uninterrupted play and imagination. The TVC features a child playing with a battery-operated toy named ‘Javelin Man’, symbolizing Neeraj Chopra, who saves the world through continuous javelin throws. When the toy’s regular battery runs out, the child’s imaginative play is interrupted until Neeraj Chopra steps in with an Eveready Ultima battery, encouraging children to continue playing.
“Eveready, the iconic leader in the battery and flashlight industry, and Neeraj Chopra, the reigning Asian Olympics champion; our collaboration is a convergence of two champions, both driven by the relentless pursuit of excellence and innovation. Just as Neeraj powers his epic javelin throws non-stop, Eveready’s Ultima Alkaline range of batteries with 400% longer-lasting energy, powers high drain devices nationwide, including children’s toys, strengthening their imaginative journeys. Also, our latest high-energy film, blending animation and live-action, introduces a unique portrayal of Neeraj as ‘Javelin Man,’ marking a unique step in our brand ambassador’s portrayal,” Anirban Banerjee, senior vice president and SBU Head, Batteries and Flashlights, Eveready Industries India Ltd. said.
“As storytellers, we always look for opportunities to craft narratives that help inspire the youth. Eveready’s philosophy of ‘Khelenge toh Sikhenge’ allows us to do that. In this latest TVC for the longer-lasting Ultima batteries, we’ve showcased the power of children’s imagination and how non-stop imaginative play should always be encouraged. A true champ like Neeraj Chopra, seen in a unique avatar as brand ambassador, helps us deliver the message in a memorable way,” Sukesh Nayak, CCO, Ogilvy India, said.