Lifestyle

Zippo sparks a new beginning in India with a campaign that burns stereotypes and celebrates confidence

New Delhi, 28/06/ 2022: Following its market re-entry last year, iconic windproof lighter brand Zippo goes live with its first landmark brand campaign in India. A digital film made by Ogilvy India is a statement about pursuing opportunity in life and showing resilience, and how one should not let anybody, or anything, dampen their inner fire.

Commenting on the launch, Lucas Johnson, Associate Vice President, Zippo Global Marketing said, “I am very pleased to see our vision come to life with this brand film. We want to showcase the power within each of us, through the metaphor of burning away insecurities. Our philosophy as Zippo has always been that the consumer sees us as an extension of their personality, taste and style. Zippo has moved beyond the realm of being just a utility product to being a personal fashion accessory that can be passed down from one generation to another. The film beautifully captures our unique lighter design capabilities and the trademark ‘click’ sound the lighter makes when opened.”

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The campaign depicts the journey of people who have been criticized for who they are, what they are, and how they have risen above it all. It celebrates their fiery courage and determination in the face of adversity.

The thought-provoking and emotionally engaging film showcases instances from a new mother who the world thinks can’t handle a corporate job, to a young girl whose weight is a problem for everyone except herself. In this context, Zippo’s premium windproof lighter becomes the tool that allows them to vanquish preconceived notions and stereotypes, with characters who resolve to act on their dreams, aspirations and emerge as their authentic selves.

Research revealed that there is a unique way in which Indians see confidence. Confidence is not a state of being, it is not passive. In India, confidence is extremely active and is equated to readiness. Opportunities are few and far between and confidence is what fuels Indians to grab and make the most of every opportunity.

About Zippo:

One of the most recognized brands in the world, Zippo was founded in the fall of 1932 by George G. Blaisdell in Bradford, Pennsylvania, where it has manufactured over 600 million windproof lighters. With the exception of improvements to the flint wheel and modifications in case finishes, the product remains unchanged and is backed by the company’s famous Zippo guarantee – “It works, or we fix it free™”. Zippo’s diverse product line includes lighters, leather goods, eyewear and lighter accessories, butane candle lighters, and a robust line of heat and flame products for outdoor enthusiasts. Zippo markets in over 180 countries and owns Bradford-based W.R. Case and Sons Cutlery Company and Wellsville, NY based Northern Lights, a leading designer of luxury candles and artisan accessories

This article was shared with Prittle Prattle News as a Press Release.

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