Remember the days of childhood when buying a Kulfi in the afternoon would give us unfiltered happiness? Or the time after our first major academic achievement our parents bought us that first bike? Childhood; the age of innocent desires, finding happiness in the simplest of things. In their latest campaign, Premio Captain Bike tried to grab the same essence of childhood. With the caption “Go Captain, Go!” the brand executed a unique campaign targeted towards young children.
Captains of Tomorrow
The campaign visualizes the whole journey through the eyes of a young boy. The commercial starts off with a voice-over addressing the child as ‘Captain’. This is a beautiful way to portraying the thought process of every child. The campaign focuses on showing how they see the world. The Captain; our little boy gets out of his bed and begins his journey. A captivating execution throughout the whole commercial as the boy does his own ‘gear check’, and starts off. He rides along in his Premio Bike, dodging and evading obstacles. Well, in his case the biggest obstacle was running over his grandma.
ACI, the parent brand, outdid themselves through this campaign. They used their cast in an excellent fashion. The product is directly targeted towards the youngest demographic of the target market. Hence, they aligned their campaign execution with a more family-centric audience.
The product placement and promotion throughout the whole campaign was sublime. Along with story-telling through the eyes of a child, the brand promoted its product features efficiently. As the voice faded away, the latter half of the campaign focused on specific product details which will definitely grab the attention of many parents. Starting from soft handle grip, anti-sleep wheel, in-built music system, to comfortable sitting accommodations, ACI Premio Plastic dealt a very good card throughout the whole commercial.
An exemplary campaign targeted towards children, with a unique execution.
What are your thoughts on the Captain Premio Bike campaign?