Swing, an extension of the popular Indian beverage brand Paper Boat, has recently launched a new summer campaign called ‘Best Between Friends.’ Created by The Script Room, the campaign celebrates the evolving relationship between mothers and daughters and their growing friendship, which has replaced the more traditional, authoritative parental roles of the past.
The ‘Best Between Friends’ campaign focuses on the strong and enjoyable bond between a young mother and her daughter as they share their favourite Paper Boat drink, Swing, and playfully spend time together. The campaign film captures the essence of the contemporary mother, who seeks to foster a friendship-based connection with her child rather than relying solely on traditional parental authority. A notable highlight of the film is the use of the popular Bollywood song ‘Dil Chahta Hai,’ which has long been considered an anthem of friendship in the country and is now employed by Paper Boat to depict the bond between a mother and daughter.
Neeraj Kakkar, co-founder, and CEO of Paper Boat, commented on the campaign, stating, “Swing’s latest summer campaign, ‘Best Between Friends,’ delves into the evolving mindset of the modern mother. This campaign pays tribute to her sincere efforts in fostering a friendship-based bond with her child, departing from the more traditional, authoritative parental roles of the past.”
Ramsam (Rajesh Ramaswamy), the co-founder of The Script Room, spoke about the partnership, saying, “With the mother brand ‘Paper Boat’ having already established a strong position with memories, it was both challenging and exciting to define a new space for their offering, ‘Swing.’ It’s a brand that has been intuitive and personal, and the brand team has always managed to bring out the best in the creative process. The idea was to keep it simple and authentic.”
The campaign film is being aired on digital and social channels and has already received a positive response from audiences. Many have praised it for its heartwarming message and relatable portrayal of modern motherhood.
The Script Room, founded by Ayyappan Raj and Ramsam (Rajesh Ramaswamy) four years ago, is an independently owned, bespoke audio-visual creative agency. They have established themselves as a leading creative agency serving a wide range of high-profile clients, including Netflix, PhonePe, PaperBoat, Bumble, and Games24x7 (My11Circle). The agency’s exceptional work has garnered numerous awards and accolades, solidifying its reputation as one of the industry’s most innovative and exciting creative agencies.
