The genesis of Duracell’s ‘Lasts for Ages’ campaign is derived from a simple truth: though the Indian consumer now holds greater purchasing power, they also want better value for money. Despite the increasing use of disposable batteries, people in India still look for durability. Duracell wanted to reinforce its commitment to producing longer lasting batteries, but with a fresh approach to its identity. Our key insight was that technology develops over time, just as people do. Using superimposed illustrations, we told a story that shows how gadgets age and change, but that the batteries we use have always stayed with us.
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