Battery and flashlight maker Eveready Industries has roped in India’s first athletics Olympic gold medallist, javelin thrower Neeraj Chopra, for a new TVC on alkaline battery.

According to a press release from the Eveready Industries yesterday, Ultima alkaline battery and Chopra signify convergence of two champions who share a commitment to excellence and innovation.

The TVC highlights the importance of uninterrupted playtime for children’s imagination and introduces a unique portrayal of Chopra as ‘Javelin Man’, blending animation and live-action.

The TVC aims to inspire children with the values of performance, power, endurance and reliability — all that’s associated with both Chopra and Eveready.

The association is part of Eveready’s ‘Khelenge to Sikhenge’ initiative, focusing on enhancing its connection with youth and recognizing kids as natural scientists who thrive on experimentation and learning through play.

The media statement added that featuring self-confident, creative, and happy children, the newly launched TVC, conceptualised by Ogilvy, emphasizes the significance of powering children’s toys with Eveready’s Ultima alkaline batteries with 400 percent more power to ensure uninterrupted play and limitless imagination.

The TVC features a kid playing with a battery-operated toy ‘Javelin Man’, representing sports icon Chopra, who saves the world through non-stop javelin throws. However, when the toy’s regular battery dies out, the imaginary story of the kid is halted until the real Chopra intervenes, with Eveready Ultima battery encouraging kids to keep playing.

Speaking on the association, Anirban Banerjee, SVP and SBU Head, Batteries & Flashlights, Eveready Industries India Ltd., said, “Eveready, the iconic leader in the battery and flashlight industry and Neeraj Chopra collaboration is a convergence of two champions, both driven by the relentless pursuit of excellence and innovation.”

“As storytellers, we always look for opportunities to craft narratives that help inspire the youth. Eveready’s philosophy of ‘Khelenge toh Sikhenge’ (playing to learn) allows us to do that. In this latest TVC for the longer-lasting Ultima batteries, we’ve showcased the power of children’s imagination and how non-stop imaginative play should always be encouraged. A true champ like Neeraj Chopra, seen in a unique avatar as brand ambassador, helps us deliver the message in a memorable way,” said Sukesh Nayak, CCO, Ogilvy India.