Eveready Industries India, a prominent battery brand, reinforces the core message of its Ultima Alkaline Battery campaign, ‘Khelenge to Sikhenge’, in collaboration with its latest brand ambassador, Neeraj Chopra, the reigning Olympic gold medalist and world’s top-ranked men’s javelin star. The brand aims to strengthen its connection with the youth, acknowledging children as innate scientists who thrive on experimentation and learning through play. Eveready is committed to offering long-lasting, value-for-money solutions for modern India, recognizing the vital role toys play in children’s development. These toys not only bring joy but also impart essential values and life lessons such as friendship, sharing, and compassion.
The newly launched TV commercial, conceptualized by Ogilvy, emphasizes the importance of powering children’s toys with Eveready’s Ultima Alkaline batteries, providing 400% more power for uninterrupted play and limitless imagination. The TVC features a child playing with a battery-operated toy called ‘Javelin Man’, symbolizing sports icon Neeraj Chopra, who saves the world through continuous javelin throws.
However, when the toy’s regular battery runs out, the child’s imaginative story comes to a halt until the real Neeraj Chopra steps in, with Eveready Ultima battery encouraging kids to keep playing. This narrative highlights the significance of reliable power sources and the admiration children have for their heroes, never wanting them to ‘die’ out. Neeraj and Ultima both embody values of performance, power, endurance, and reliability.
Speaking on the accession, Anirban Banerjee, senior vice president and SBU head, Batteries and Flashlights at Eveready Industries India said, “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.”
“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,” said Sukesh Nayak, CCO, Ogilvy India.
The Ultima Alkaline Battery range offers Ultima (Rs 22)- a pack of 10 batteries and Ultima Pro (Rs 45)- a pack of 6 batteries, with Anti-Leak Turbolock Technology, reinforcing leak protection and ensuring users’ devices remain secure and functional.
