Eveready New Campaign Unveils Ultima Alkaline Batteries

BW Marekting World - Mumbai- September 28, 2023


The campaign, ‘Khelenge Toh Sikhenge’ has been conceptualised by Ogilvy

Eveready New Ultima Battery

Eveready Industries India Limited (EIIL) introduced their new range of Ultima Alkaline batteries in the new campaign ‘Khelenge Toh Sikhenge’. The brand showcases the Ultima and Ultima Pro range of premium alkaline batteries with increased power and longevity in the TV commercial. 

The new range of the AA/AAA Eveready Ultima batteries lasts 400 per cent longer, whereas the AA/AAA/D Eveready Ultima Pro lasts 800 per cent longer, claims the brand. These batteries aim to deliver consistent performance across a spectrum of modern devices and high-drain applications.

Anirban Banerjee, Senior Vice President & SBU Head (Batteries & Flashlights) of Eveready Industries India said, “Empowering the present, energising the future – defines the revamped Ultima battery series from the house of Eveready. Its smarter appeal and long-lasting power embody our commitment to solving emerging consumer needs and innovation. Demanding devices like battery-operated toys, smart remotes, wireless mouse, BP machines etc. need more power. The new and improved Ultima batteries, push our boundaries, with 400 per cent and 800 per cent longer-lasting performance, highly suitable for the high drain devices. The batteries are also equipped with a unique Turbolock Technology which prevents leakage and protects the consumer’s precious devices from damage caused by the batteries. As a testament to our vision of responsible innovation, Ultima batteries are eco-friendly and devoid of Mercury, Lead, and Cadmium. This is not just a product upgrade; it's a step towards shaping a better tomorrow.”

The batteries in the new range aim at delivering a consistent performance across a spectrum of modern devices and high-drain applications which have become more common in recent years such as toys, video games, smart remotes, wireless keyboard/mouse setups, trimmers, and medical equipment. Also, the batteries come with Anti-Leak Turbolock Technology.

Conceptualised by Ogilvy, the campaign shares a new perspective on play while highlighting its importance for children and learning through play with battery-powered toys.

The campaign showcases a mother’s point of view as her young children play non-stop with battery-powered toys and engage in meaningful ways with those around them to learn important values and life lessons every single day like friendship, sharing and compassion. The campaign also shows the new and improved alkaline range of batteries, for longer-running toys and gadgets. 

Sukesh Nayak, CCO, Ogilvy India said, "Khelenge Toh Sikhenge is an empowering platform that helps look at playing with toys in a new way. The games children play with their toys have a lot to teach them. Lessons on partnership, sharing, caring, teamwork, empathy and more can be learnt through continuous play. Eveready, India’s No. 1 battery with its new long-lasting Ultima batteries wants to own and build this empowering platform. And help enable every child in every household across India to learn something new and meaningful, every single day.”

Moreover, Eveready unveiled its new logo, marking a strategic brand transformation. The new logo reflects inspiration from the infinity loop which transforms into a fluid shape symbolising an endless source of power and energy.

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