Eveready Ultima's New Year campaign, which taps into street culture, addressing worries that often surface at the start of a new year.
Eveready Industries India Ltd. partnered with The Minimalist agency this New Year’s Eve. Instead of the usual hype, they acknowledged a simple fact: not everyone makes elaborate plans, but everyone should feel ready to enjoy the celebrations.
Instead of just following trends for the New Year, The Minimalist and Eveready Ultima decided to create their own. They turned regular Indian get-togethers into celebrations that felt authentic to the country.
Based on this idea, the brand came up with the Eveready Party Scooter. It's a scooter that's been specially made with party equipment that runs on batteries, like speakers, a bubble machine, and a camera that prints photos right away.
Eveready worked with content creator Aryan Kataria to bring this concept to life. Aryan rode the Eveready Party Scooter through Mumbai, starting impromptu New Year parties at common Indian places. Instead of fancy locations, the celebrations happened as juice, street food, and tea parties.
The event produced a feeling of shared happiness. People of all ages celebrated the New Year together by dancing, laughing, and taking photos.
The Minimalist suggests the campaign succeeded by turning a common worry into a chance for cultural expression. It not only reached a lot of people, but it also showed a strong fit with cultural values and got people involved, even during the busy New Year's season. The campaign got over 11 million views and reached more than 9.25 million people, keeping a good engagement rate of 1.67%, which led to over 154,000 real exchanges.
Eveready Ultima Batteries showed their worth by keeping the party going strong wherever it went. Aryan Kataria's genuine connection with people on the street made the event feel real and encouraged them to join in the fun, rather than just observe. After this success, Eveready and The Minimalist plan to keep using culture-focused creativity to rethink daily life, proving that Eveready is about possibility, not just power.
Sahil Vaidya, co-founder of The Minimalist, says “In a season flooded with New Year content, the response showed us that relatability and novelty still win. When people see themselves in an idea, they don’t just watch it; they participate, share it and remember it.”
Key Takeaways from the campaign
Turned anxiety into joy
The campaign understood not everyone makes big New Year's plans. Instead, it changed New Year anxiety into a fun, relatable, and spur-of-the-moment celebration.
Positioned as a party starter
By running party gadgets like speakers, bubble machines, and cameras on the move, the campaign showed how the new Ultima Alkaline batteries work in real-world, high-drain situations.
Adding cultural relevance
The plan, which targeted millennials and Gen Z, stepped away from typical, staged ads. It put culture-first creativity, which made the brand feel alive and modern.
If you run a brand that demands a campaign like this, feel free to get in touch with us.
Stay tuned for more such advertising news!, come back to Excellent Publicity
Eveready Industries India Ltd. partnered with The Minimalist agency this New Year’s Eve. Instead of the usual hype, they acknowledged a simple fact: not everyone makes elaborate plans, but everyone should feel ready to enjoy the celebrations.
Instead of just following trends for the New Year, The Minimalist and Eveready Ultima decided to create their own. They turned regular Indian get-togethers into celebrations that felt authentic to the country.
Based on this idea, the brand came up with the Eveready Party Scooter. It's a scooter that's been specially made with party equipment that runs on batteries, like speakers, a bubble machine, and a camera that prints photos right away.
Eveready worked with content creator Aryan Kataria to bring this concept to life. Aryan rode the Eveready Party Scooter through Mumbai, starting impromptu New Year parties at common Indian places. Instead of fancy locations, the celebrations happened as juice, street food, and tea parties.
The event produced a feeling of shared happiness. People of all ages celebrated the New Year together by dancing, laughing, and taking photos.
The Minimalist suggests the campaign succeeded by turning a common worry into a chance for cultural expression. It not only reached a lot of people, but it also showed a strong fit with cultural values and got people involved, even during the busy New Year's season. The campaign got over 11 million views and reached more than 9.25 million people, keeping a good engagement rate of 1.67%, which led to over 154,000 real exchanges.
Eveready Ultima Batteries showed their worth by keeping the party going strong wherever it went. Aryan Kataria's genuine connection with people on the street made the event feel real and encouraged them to join in the fun, rather than just observe. After this success, Eveready and The Minimalist plan to keep using culture-focused creativity to rethink daily life, proving that Eveready is about possibility, not just power.
Sahil Vaidya, co-founder of The Minimalist, says “In a season flooded with New Year content, the response showed us that relatability and novelty still win. When people see themselves in an idea, they don’t just watch it; they participate, share it and remember it.”
Key Takeaways from the campaign
Turned anxiety into joy
The campaign understood not everyone makes big New Year's plans. Instead, it changed New Year anxiety into a fun, relatable, and spur-of-the-moment celebration.
Positioned as a party starter
By running party gadgets like speakers, bubble machines, and cameras on the move, the campaign showed how the new Ultima Alkaline batteries work in real-world, high-drain situations.
Adding cultural relevance
The plan, which targeted millennials and Gen Z, stepped away from typical, staged ads. It put culture-first creativity, which made the brand feel alive and modern.
If you run a brand that demands a campaign like this, feel free to get in touch with us.
Stay tuned for more such advertising news!, come back to Excellent Publicity