Zippo’s latest campaign burns stereotypes & celebrates confidence


The Ogilvy India digital film makes a point about seizing opportunities in life and demonstrating resiliency. 

The renowned windproof lighter company Zippo launches its first iconic brand campaign in India after returning to the market last year. An Ogilvy India digital video makes a point about seizing opportunities in life, displaying resiliency, and not letting anyone or anything quench one’s inner fire. 

Associate vice president of Zippo Global Marketing Lucas Johnson commented on the launch, saying, “I am delighted to see our vision come to life with this brand film. By using the metaphor of burning away anxieties, we hope to demonstrate the strength that resides within each of us. Zippo has always operated under the guiding principle that our customers view us as an extension of their individuality, taste, and fashion sense. Zippo is now more than simply a practical item; it has evolved into an heirloom fashion ornament that can be passed down from one generation to the next. The signature “click” sound that the light makes when it opens and our distinctive lighter design capabilities are both brilliantly captured in the film. 

The advertisement shows the journey of people who have faced criticism for their identities and shows how they have overcome it. It honours their fierce fortitude and tenacity in the face of difficulty. The emotionally compelling and thought-provoking film presents examples ranging from a little child whose weight is an issue for everyone but herself to a new mother who the world believes cannot handle a corporate job. With characters that commit to act on their hopes and aspirations and emerge as their true selves, Zippo’s premium windproof lighter becomes the tool that enables them to overcome prejudices and preconceptions. 

According to Ritu Sharda, a chief creative officer of Ogilvy India, Zippo is among the most recognisable brands in the world. It has a long history, and getting the chance to make this movie was really exciting. Their first-ever campaign in India lights a fire that motivates individuals to live bravely and confidently as themselves. 

The objective was to pick a small piece of the film that speaks directly to the Indian audience in the age range of 25 to 35 years, keeping in mind the aspirations and sentiments of the Indian consumer. 

According to Arneeta Vasudeva, national head, PR & Influence, Ogilvy India, everything fits together perfectly: “In this vignette film, we witness people leaving everything that holds one back and getting ready to go forth and follow their passion with no fear of failure or judgement. The movie makes a solid case for the idea that everyone should always live confidently, no matter who they are. 

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