Eveready Industries India Ltd (EIIL) has launched its latest range of Ultima Alkaline batteries with the campaign ‘KhelengeTohSikhenge.’ Accompanying the campaign is a TV commercial showcasing the premium Ultima and Ultima Pro alkaline batteries, emphasizing their increased power and longevity.
Conceived by Ogilvy, the campaign introduces a novel perspective on play, highlighting its significance for children. It shifts the focus from play merely being enjoyable to a form of learning through battery-powered toys. Anirban Banerjee, Senior Vice President & SBU Head (Batteries & Flashlights) at Eveready Industries India Ltd., explained that the revamped Ultima series offers a sleek look, smarter features, and enhanced capabilities, catering to high-drain devices with prolonged usage.
Banerjee mentioned that these batteries find common use in devices like wall clocks and remotes, with a significant portion of consumption occurring in households owning high-drain gadgets such as blood pressure monitors, wireless mice, and smart remotes. He emphasized the segmentation in the market, where standard products use regular batteries, while high-drain devices benefit from alkaline batteries, including toys, which are known for their higher battery consumption.
The TV commercial portrays a mother’s perspective as her children engage in continuous play with battery-powered toys, learning essential values and life skills like friendship, sharing, and compassion. The primary target audience for Eveready Ultima batteries is parents with children aged 2 to 12 years, with an extended focus on anyone using high-drain devices.
The campaign introduces Ultima, an upgraded alkaline battery line boasting 400% more power for longer-lasting toys and gadgets. Banerjee highlighted the brand’s commitment to innovation, setting new industry benchmarks in both appearance and capability.
The new range includes AA/AAA Eveready Ultima batteries, providing 400% longer-lasting power, and AA/AAA/D Eveready Ultima Pro, claiming an impressive 800% longer-lasting performance. These batteries aim to deliver consistent performance across a range of modern devices and high-drain applications such as toys, video games, smart remotes, wireless keyboard/mouse setups, trimmers, and medical equipment.
Banerjee outlined the marketing strategy, with TV and digital leading, followed by other mediums, focusing on creating awareness. He mentioned a significant increase in the advertising budget by 50-70% compared to the previous year, with a 360-degree blend of TV, digital, print, OOH, and other facets.
Sukesh Nayak, Chief Creative Officer at Ogilvy India, expressed that “Khelenge Toh Sikhenge” is an empowering platform that redefines playing with toys. It acknowledges that the games children play have valuable lessons in partnership, sharing, caring, teamwork, empathy, and more. Eveready aims to own and build this empowering platform, enabling children across India to learn something new and meaningful every day.
Eveready recently unveiled a new logo, marking a strategic brand transformation, emphasizing innovation, vibrancy, modernity, trust, and empathy.
