Stretch your imagination with Laban Stretchy Man’s new TVC

Bangalore, 17th Nov, 2017: Laban Stretchy Man – the new human shaped, stretchy, fruit flavoured chews – Norway’s largest selling confectionary brand - has been brought to India and localized by MTR Foods Pvt. Ltd., a subsidiary of Orkla ASA, Norway. The brand has launched its first TV Commercial (TVC) for the product, bringing alive the key properties of Laban, the TVC focuses on the mischievously funny Laban-fueled exploits of two kids based purely on their imagination.

The TVC plays out anencounter between two school-going brothers and a taxi driver. When a taxidriver rudely shouts at the children who are trying to cross a busy trafficsignal, the kids bring out their Laban Stretchy Men and catapult them acrossthe street. The imaginary Stretchy Men stretch, jump and fly across thecrossing and finally land on the traffic signal itself. They then proceed todance on the lights, changing its colors in the process. This confuses the taxidriver who thinks the signal is at green. When he tries to cross the signal hegets caught by a traffic policeman who shows the taxi driver that the signal isactually at red and that the taxi driver has almost broken a traffic rule byjumping a red light. This leaves the kids laughing and feeling satisfied thatthey have taken their revenge on the rude taxi driver with the help of LabanStretchy Man!


The concept of theTVC was based on the insight that kids see themselves as small but they wishthey could have the last laugh. The personality of Laban, which is uniquelydifferentiated from other confectionary in the market, provides a moment ofescape for kids from their fixed routines. Laban is an idea engine that pushestheir imagination and empowers them with creative ideas to help overcomeeveryday challenges. The communication and the new TVC has emphasised on thisconcept.


On the launch of thenew campaign, Sunay Bhasin, CMO,MTR Foods Pvt. Ltd. had this to say, “Laban is a powerful product that is capable of sparking imagination andencouraging creativity in the consumer’s minds. For its first TVC campaign, wewanted to focus on what makes Laban so unique by showcasing its differentiatedproperties and at the same time emphasize on the true spirit of joy andplayfulness that the confectionary personifies. The new TVC is fun, engagingand relatable for our consumers with a memorable jingle “Laban ki Pahunch LambiHai” that has added to its fun aspect. We know that this TVC will bewell-received and loved by our consumers.  ”


Samrat Chengapa, Senior VicePresident, Dentsu India Pvt Ltd “Labanis an exciting new product that is unlike any other in the market. The Laban’sStretchy Man is a very interesting and lively character. It was a fun challengeto conceptualise the Stretchy Man and create Laban’s first TVC in India. We areconfident that the ad will catch the attention of our audience and aredelighted to have worked on it”


Campaign Credits:

Chief CreativeOfficer: Rahul Sengupta

Executive CreativeDirector: Ajesh N

Senior CreativeDirector: Rajesh Narasimhan

Director: AbhijitChaudhuri Dadu

Production House:QED films

Languages: Hindi& Tamil

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