Conceptualised by Ogilvy, the campaign shares a fresh perspective on play - highlighting its importance for children and moving the needle from play being just fun to learning through play with battery-powered toys.

Eveready Industries India Ltd (EIIL) has introduced a new range of Ultima Alkaline batteries through a campaign, ‘Khelenge toh sikhenge’.

The campaign has been unveiled alongside a TVC that showcases the Ultima and Ultima Pro range of premium alkaline batteries with increased power and longevity.

Conceptualised by Ogilvy, the campaign shares a fresh perspective on play - highlighting its importance for children and moving the needle from play being just fun to learning through play with battery-powered toys.

The TVC 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 unveils the new and improved alkaline range of batteries - Ultima, with 400% more power for longer running toys and gadgets. With a transformation in both appearance and capability, this battery encapsulates Eveready's commitment to innovation and power, setting new benchmarks for excellence in the industry.

Anirban Banerjee, senior vice president and SBU head (batteries and flashlights) of Eveready Industries India Ltd., says, “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.”

Sukesh Nayak, CCO, Ogilvy India, says, "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 by continuous play.”

Eveready aims to steer high-growth businesses in India that are sustainable, scalable, and profitable and deliver lasting value for all stakeholders through excellence and customer-centricity.