Given that Recess is a composite of hemp which, as described in the presentation - acts as a pain reliever, we can set a trend by blending it with the common lingo "bhaiya thande mein kuch milega?"
A person tired in the scorching heat walking down the streets (bus stop, railway station) walks up to a vendor and asks "bhaiya thande mein kuch milega" (can replace bhaiya with a gender-neutral term) the vendor nods, walks up to their fridge (embossed with Recess branding or plain white) and amid bottles of aerated drinks they pick a bottle of Recess. The customer who has never seen the bottle looks confused and stares at the vendor. The vendor, on the other hand, looking calm and confident - with a smile on his face extends a gentle nod - the one that leaves a mark of assurance and transparency. The customer opens the lid and drinks off. A brief silence of 2 seconds - and now a customer with a similar calm and confident expression as that of the vendor looks back at them. They both exchange pleasantries and the customer departs.
The point of this ad will be:
- Minimalism. (something millennials deeply connect with)
- The entire footage constitutes only one dialogue, "bhaiya thande mein kuch milega" which helps people focus on what's imperative - completely omitting everything else. (again flagging off minimalism in a style)
- The ad will solidly rely on the foundation of sound and acting abilities (as dialogue exchange is kept to a bare minimum) if turned out well, this would probably be one of those ads that currently has the least number of dialogue exchanges. Which will help it stand out too. A suggestion.
(while opening the fridge, other aerated drinks will not have the marking or labels as Coca Cola or Sprite, instead will rely on raising the brand colours that is black (Coca-Cola) and green (Sprite))