ITV

Category: Ad Campaigns

  • LAY’S ROPES IN INDIA’S FAVORITE YOUTH ICONS, RANBIR KAPOOR AND ALIA BHATT AS BRAND AMBASSADORS

    LAY’S ROPES IN INDIA’S FAVORITE YOUTH ICONS, RANBIR KAPOOR AND ALIA BHATT AS BRAND AMBASSADORS

    National :  LAY’S, India’s favourite potato chip brand, has announced leading Bollywood actors Ranbir Kapoor and Alia Bhatt as its brand ambassadors today. As part of the association the stars will be part of LAY’S new campaign – ‘Smile Deke Dekho’ and will be seen featuring in series of films together. The first look of the films was revealed today through a teaser on social media on the occasion of World Smile Day.

    LAY’S has always been the perfect companion for every celebration and good times with friends. For over two decades, LAY’S has been on a mission to provide a joyful interruption from their busy days by bringing more smiles to consumers across the country. To further this proposition, the brand has brought its global Smile campaign to India as ‘LAY’S Smile Deke Dekho’ campaign.  The campaign comes to life through new LAY’S packaging that showcases how a smile can universally connect and conveys a mood or emotion effortlessly.

    As part of the campaign, LAY’S has introduced packs that feature six different smiles that capture different moods and emotions. In the teaser launched earlier today, Alia and Ranbir are seen exchanging smiles using these LAY’S packs. The teaser film released by LAY’S on social media captures Alia as she gives different types of smiles using the packs. Ranbir who appears to join in the fun photobombs the picture with a whacky smile of his own.

    Commenting on the association, Mr. Dilen Gandhi, Sr Director, Marketing – Foods category, PepsiCo India, said, “We are thrilled to have Ranbir and Alia on board as brand ambassadors for LAY’S. Not only are they both amazing youth icons but also amongst the most talented actors of their generation. We are confident that combining LAY’S, one of India’s most loved brands with Ranbir and Alia’s talents will enable us to tell the kind of stories that strongly resonate with not just our consumers but the country at large.”

    Talking about his association with LAY’S, popular Bollywood actor, Ranbir Kapoor said, “I have always resonated deeply with LAY’S and I’m extremely thrilled to be the face of the brand. It has seamlessly paved a way into the hearts of the young and has been a part of their fun, special and celebratory moments. The new LAY’S Smile Deke Dekho packaging is a beautiful concept and a step forward for the brand to connect with the youth. I believe that a smile goes a long way in building connections with friends and familiar people and LAY’S Smile Deke Dekho is all about the simplicity of sharing a smile.”

    Expressing her excitement, leading Bollywood actress, Alia Bhatt shares, “Fun moments with friends are accompanied by packs of LAY’S and to be its brand ambassador is immensely cool and exciting! I love the new LAY’S Smile Deke Dekho packaging and it is so much fun communicating through different smiles on the packs. A smile is infectious and carries the power to instantly uplift and change the mood. I am really looking forward to start off my journey with the brand creating interesting content and storytelling.”

    LAY’S Smile Deke Dekho packs are available at INR 10, 20 and 35 price points across all traditional and modern trade outlets.

     

  • Lifestyle Delights Customers with ‘Dil Se Diwali’ – a heart-warming video that captures the splendour of the festivities

    Lifestyle Delights Customers with ‘Dil Se Diwali’ – a heart-warming video that captures the splendour of the festivities

    Mumbai: Celebrating the unique spirit of Diwali, Lifestyle has announced its festive campaign ‘Dil Se Diwali’. Capturing the essence of the campaign, Lifestyle has launched an exclusive video that showcases the unique blend of various precious moments that everyone enjoys as they celebrate different kinds of Diwali. With the expression ‘Dil Se Diwali’, Lifestyle endeavours to capture the essence of the festival and make each moment special with the best of festive fashion.

    According to Lifestyle senior vice president marketing Srinivas Rao, "The ‘Dil Se Diwali’ film is a celebration of the different micro-moments of joy and heartfelt warmth that one associates with this festival and the season. We wanted to create something that makes the audience smile and usher in the festive mood. The ‘Dil Se Diwali’ film, with its melodious original soundtrack and affecting storyline, will remind everyone of their favourite Diwali moments. Our Diwali Collection has been designed and curated keeping in mind the occasions that Diwali brings forth and will ensure that one is always dressed to stand out in these festive moments!”

    Wunderman Thompson India national creative director Priya Shivakumar commented on the film, saying, “Finding your way back to family, letting your hair down with friends, cheating on that diet while you gorge on the sweets, dancing your heart out, dressing up and bringing on the compliments…why should Diwali only be one, when we have many Diwalis to celebrate. Presenting ‘The Festival of Lights’ in many different ways that light up your heart, this film urges you to celebrate #DilSeDiwali making this your kind of Diwali. We wanted to create a story that sparks a conversation and this film invites you to add newness, excitement and possibilities to your Diwali by celebrating it your way. The cool new lingo around the many Diwalis brings in youthful energy and vibe to the festival, inviting you to make your own Diwali, dil se.”

    Lifestyle has left no stones unturned to make this Diwali grand for its customers. The video showcases attractive ensembles, opulent décor and a curated collection that is perfect for the festive season. The ‘Dil Se Diwali’ video, pleasingly highlights the high-fashion, festive offerings that Lifestyle has for its consumers and reaffirms that Lifestyle is set to indulge consumers this Diwali like never before.

    The all new festive collection by Lifestyle comprises trendy apparel and accessories that are handpicked keeping Diwali in mind. Accents of bright colours such as yellows, reds, greens & golds; Zari & sequin embroideries; intricate gold foil detailing; shararas; co-ordinates; crop-tops and contemporary silhouettes among others are some of the key trends available at Lifestyle Stores, that truly captures the vibe of the festive season.

  • Fulcro launches Fulcro Communications, forays into mainline with dedicated communications agency

    Fulcro launches Fulcro Communications, forays into mainline with dedicated communications agency

    Mumbai:  Fulcro, announced its entry into the mainline communication space through their new company, Fulcro Communications. The move comes after they onboard mainline industry young talent to bring creative firepower and build a  completely independent business unit that would compete with the best mainline agencies out there.

    Fulcro has always been a disruptive agency, they yet again prove it by reverse integrating the integrated agency structure. In a perfect world mainline agency have forayed into digital through partners, Fulcro takes a disruptive step of integrating mainline into digital integrated ecosystem.

    Commenting on the move, Mr. Sabyasachi Mitter, Founder and Managing Director, Fulcro, said, “When the world has moved onto a multi-screen experience, then why does mainline advertising have to be just a TV experience. The integration of Digital with TV was inevitable, we have just positioned ourselves as the ultimate hybrid, since we have a legacy of digital and now the creative brains of mainline.”

    “In a digital first world, where ideas are born with a digital audience in mind, the lines between ‘mainline’ and ‘digital’ are purely imaginary. While mainline agencies have either acquired digital agencies or setup in house digital teams to stay competitive, it was time for Fulcro to add the mainline story telling might to its portfolio so as to be able to offer clients a real fully integrated service. We had always had best in industry strategy, planning, digital, technology and data capabilities, by adding world class mainline communications capabilities we complete our portfolio. This will give clients a nimble, digital first and cost competitive mainline offering that can compete with the best out there.” adds Mitter.

    Fulcro communications, will be spearheaded by 3 seasoned advertising specialists, they bring together their young energy and over a decade of advertising experience

    Akshat Trivedi, who brings in the storytelling expertise that he has proven through work on Saregama Carvaan, FOGG, Star TV, Cadbury Perk, Nutrela, Zeel Rainwear, ASUS, SBI Life insurance, Coverfox, TB awareness campaign and so on. 

    Brijesh Parmar, who has bagged a bagful of national and international awards including Cannes for his design, for work on brands like McDonalds, Bajaj Electricals, Tata Capital, Cadbury Eclairs, etc.

    Jugal Kathuria leads the charge on the agency management and strategy front with experience across brands like Tata Sky+, Microsoft, FOGG, Aditya Birla group, Saregama etc.

    The trio are moving steadfast towards a singular goal to make communication truly integrated, memorable and disruptive.

    Currently, the new arm has been serving the needs of current clients of Fulcro, but soon they will be visible on the pitch block against some of the best in the industry. Fulcro has been in business with reputed Indian companies like NPCI, ACC Cement, Hero MotoCorp, ASUS, Airtel, Tata Docomo, Pepsi, Kotak Mahindra, Whisper, Zee, Canara HSBC OBC Insurance, Tata Motors, P&G, Croma, MakeMyTrip, Renault, SBI, Marico, Bajaj Auto, Tata Strategic Management Group, Bajaj Electricals, Tata Teleservices, Morphy Richards, Bajaj Finserv, Aristocrat, GAP, Standard Chartered Bank, Pearson Education, Kohler, Religare, Vivanta By Taj, and many others. The integrated digital marketing and communication agency has been instrumental in creating innovative and effective marketing campaigns that synchronize the approach of the creative medium backed by technology and data. The parent company is dedicated to catering to the business needs of a brand in every aspect.

  • Van Heusen unveils next edition of innovative formalwear

    Van Heusen unveils next edition of innovative formalwear

    MUMBAI: Van Heusen, India’s premium menswear brand from Aditya Birla Fashion and Retail Ltd reveals the next edition of MOVE LABS COLLECTION, a uniquely engineered line for the contemporary man. The brand has launched a thrilling new TVC featuring international Parkour artist Chase Armitage performing gravity-defying stunts, attired in the ergonomically tailored garments. Under the umbrella of Move Labs, the brand has launched THE AIRPORT COLLECTION. Crafted from new-age blends of ultra- stretchable fabric, the collection is lightweight, wrinkle-free and allows ease of movement that makes travelling seamlessly comfortable which resonates with the fast-paced lifestyle of consumers today.

    The brand has launched a comprehensive marketing campaign which will debut nationally across multiple mediums – television, cinema, social media and out of home. Conceptualised by Famous Innovations the 45 seconds film will be aired nationally across 1300+ movie screens, digital, electronics and will be supported through a diverse promotion strategy in the upcoming months.  

    The AIRPORT COLLECTION from MOVE LABS consists of pieces which enhance the functionality of menswear. The collection boasts of knitted trousers and blazers in a colour palette of modern blues, dusty olives, corals and neutrals. The bi-stretch suit which is a fashion marvel is equipped with auto-flex waist band, elbow stretch and gripper for unrestricted movement.  

    Speaking on the campaign Van Heusen COO Abhay Bahugune said “The newest AIRPORT COLLECTION from MOVE LABS defines the dynamic achievers, the modern man with a curated personal sense of style, which is confident, precise, classy and compliments his busy lifestyle. For this fresh campaign we are pleased to renew our partnership with Chase Armitage whose parkour skill uncovers the versatility of the newest MOVE LABS Collection. The brand is reaffirming its commitment to the latest project of the season which has already gained a reputation amongst our patrons, with the tagline: Power to MOVE.”

    Set inside a busy airport the fast-paced TVC puts the spotlight on Chase Armitage who helps an aide worker retrieve her travel documents in the nick of time. He exhibits powerful parkour stunts, crossing hurdles making his way through the meandering crowd thus displaying determination and resilience. He is sporting the latest collection from MOVE LABS with the Van Heusen motif emblazoned on his cuff. His spirit which is similar to his choice of attire stays powerful, prepared, fluid and in action.

    Van Heusen creative director Saikat Mitra added “The distinct construction within the pieces of this line is what defines incomparable and unique tailoring. The line exudes a powerful amalgamation of performance infused style and dynamic comfort. With our latest MOVE LABS Collection – formalwear are no longer deemed restrictive and monotonous. The aesthetically fresh designs render innovation and functionality to the wardrobe of a man proposing to conquer everyday styling while staying sharp and active.”

    Famous Innovations business head Mithila Saraf added, "This campaign takes forward the promise of free movement that was established with our London parkour film last year. In addition to being dynamic and high on adrenaline, the campaign also shows the brand in a new light by featuring a protagonist who uses his powers for the greater good. It was an action-packed experience in filmmaking as every stunt was shot live without any CGI. With these campaigns, our aim is to create a new narrative in the stoic and serious category of men's formals, and therefore make the category aspirational for the young once again."

  • ColorPlus captures hues of Durga Pujo in latest digital film

    ColorPlus captures hues of Durga Pujo in latest digital film

    MUMBAI: Known for its use of rich colour palettes, ColorPlus has launched a new ad film highlighting its latest collection for Durga Puja. This 40-second film is a perfect blend of festive fervour and culture.

    While the Kola Bou, Dhunuchi, and Sindoor are integral to this autumn festival, the film displays all these elements in its full glory and beautifully relates it to its vast colour palette. What makes the film more festive is the fact that the narrative is in Bengali.

    ColorPlus director and brand head Vivek Sandhwar said, ‘’Durga Pujo is known for its vibe and vibrancy, and nothing better than colours to showcase the pulse of this grand festival. At ColorPlus, we want to build a connect with the audience by showcasing different elements of Pujo. Our film beautifully captures all the aspects by interfacing them with the variety of shades our products offer. So, for the launch of our festive collection, we’ve created a film that draws parallel between the festival and our colourful collection.”

    GREY Group India group creative director Vivek Bhambhani said, “The film captures the iconic symbols of Durga Puja, taking the viewer through a visual montage of the traditions surrounding Pujo. ColorPlus, staying true to its name, leverages the varied colours of their products by connecting them to the colour of each icon. The narrative captures the essence of Pujo with a poetic voice over that evokes the emotions of every ritual and tradition.”

    This digital film has been shared across the brand’s social media channels. A complete 360-degree marketing campaign which includes digital, in-store visual merchandising and outdoor promotion is being executed by ColorPlus.

  • Mindshare collaborates with Apollo Tyres to focus on the SUV segment

    Mindshare collaborates with Apollo Tyres to focus on the SUV segment

    MUMBAI: Mindshare, India’s largest full-service media agency, a part of Group M, launched an integrated media campaign for Apollo Tyres’ new range – Apollo Apterra AT2. This all-terrain tyre complements Apollo’s existing Apterra range including specialised Highway Luxury (HL), Highway Terrain (HT), High Performance (HP) and the All-Terrain (AT) tyres for the SUVs.

    The riveting all-India TVC for Apollo Tyres’ SUV segment seeks to add more to ‘Bad roads go to good places’, which is the key message for the company’s tyres for SUV enthusiasts. The campaign aims at establishing Apollo Tyres as a high-technology brand, which has unmatched traction and durability and has been thoroughly tested in the toughest of conditions in South Africa before being introduced.

    Mindshare used its proprietary tools like [m]Platform and Adaptive Marketing Framework to capture the interests of the auto enthusiasts. For Apterra, Mindshare partnered with online video platforms with a hybrid approach of behavioural targeting & high reach via Cricket (Ind-SA T20 series) and Entertainment (KBC). High affinity platforms and niche movie premieres were also utilised to establish the proposition. Partnering a leading auto-portal, Mindshare also did an off-roading day sponsorship. Taking the campaign a step further – key highways of India were identified for off-roading, and impactful creatives were being placed along them.

    Commenting on the launch of the Apollo Apterra AT2 tyres, Apollo Tyres Ltd president, Asia Pacific, Middle East & Africa (APMEA) Satish Sharma said, “We are sharpening our focus on the SUV segment in India, with specialised tyres for different terrains, as this vehicle segment is growing faster than passenger cars. The excellent test results, and the global efforts that have gone into developing the Apollo Apterra AT2, gives us the confidence that this tyre will set a new benchmark in the all-terrain tyre space, and will further propel our leadership in the SUV segment.”

    Sharing her thoughts on the new campaign, Mindshare North & East senior vice president, client leadership Ruchi Mathur said, “There is an organic momentum in the SUV category and therefore, this was the perfect time to launch Apollo Apterra AT2. Our primary task was to decode, identify and then reach the SUV enthusiast. Given that we were talking to a niche segment, we needed a hyper customised approach, which our proprietary tool ([m]Platform) and framework (the Adaptive Marketing Framework), helped with. By leveraging these, we understood the interests of the target audience and converted these insights into a strong strategy and action plan, across offline and online channels. We played to the niche segment, but with scale.”

    Apollo Tyres has also curated #BadRoadBuddies, a community for budding and existing off-roaders to come together and discover the unexplored beauty that beholds in this vast terrain that is India. The people who belong to this community are the ones who go the distance to make it through some of the harshest roads in the country to get breath-taking views and lifetime worth of experiences.

  • ITC Savlon Swasth India introduces ‘Swachhata Ka Gullak’

    ITC Savlon Swasth India introduces ‘Swachhata Ka Gullak’

    MUMBAI: As a part of ITC’s initiatives to support the Prime Minister’s call for ‘Swachhata Hi Seva’, Savlon, ITC’s leading hygiene brand, introduces ‘Swachchata Ka Gullak’, a unique community initiative led by school children.  The concept of ‘Gullak’, an earthen pot symbolic of savings for a better future was identified to reiterate the fact that tremendous value can be generated from waste if segregated at source.

    ‘Swachchata Ka Gullak’ is being deployed in schools across Delhi, Mumbai, and Kolkata under ITC Savlon’s ‘Swasth India Mission’ to help school children collect and deposit dry waste. The initiative was launched with the objective of sensitising students on the need for an eco-friendly life while also becoming community advocates helping segregate waste at source into dry and wet waste. More than 1 lakh students would be participating in this initiative. The dry waste collected through this drive will be recycled.

    ITC has implemented a large-scale “Wellbeing Out of Waste” (WOW) initiative, which focuses on providing an end-to-end sustainable and scalable solution for solid waste including plastic waste. The programme spans the entire value chain, right from awareness, segregation, collection to promotion, reuse and / or recycling of waste. This programme today covers over 89 lakh citizens across the country. ITC’s initiatives in waste management has enabled it to be ‘solid waste recycling positive’ for 12 consecutive years. In 2018-19, ITC collected around 16,000 tonnes of post-consumer plastic waste including around 7400 tonnes of Low Value Plastics (LVP) comprising of Multi-Layered Plastics (MLP) and thin films.

    ITC Ltd chief executive, personal care products business Sameer Satpathy said, "Transforming waste into a valuable resource is only possible if each one of us begins to actively segregate dry and wet waste. Savlon’s Swachhata Ka Gullak initiative is designed to educate school children to become environment super heroes for their schools, homes and neighbourhood. Hygiene awareness has been an intrinsic part of ITC Savlon Swasth India programme and with Swachhata ka Gullak we hope to sensitize young children for a more environment friendly future.”

    Venkateshwar International School, New Delhi, principal Manisha Sharma commented, “This is an important initiative by Savlon and an excellent engagement led activity that not only educates about waste segregation but also helps inculcate a habit of waste segregation. Students of our school and many other schools in the country are contributing enormously by championing the collection drive.”

  • No more ‘Single Use Plastic’, says Usha International

    No more ‘Single Use Plastic’, says Usha International

    MUMBAI: Usha International, one of India’s leading consumer durables companies, launched a new campaign for its water solutions that champions the cause of discontinuing single-use plastic. Plastic pollution is invading every part of the planet from mountains to the deep seas fast becoming one of the biggest environmental challenges the world over.

    While you may think it’s just one bottle you have discarded, there lakhs of people who think similarly, and who are collectively responsible for the 25,000 tonnes of plastic generated in Indian every single day. What more, as much as 80 per cent of this is not recycled, and at least 40 per cent remains uncollected polluting waterways, choking drainage and river systems, littering the marine ecosystem causing unmitigated harm to it. Just to put that into perspective – one tonne of plastic means about 36000 half-liter bottles. So imagine how much plastic waste we create – almost a mini-mountain a day. In fact, the issue features high on prime minister Narendra Modi’s priorities, and he has urged the citizens to discontinue ‘single use plastics’. 

    Usha International president marketing Sandeep Tewari said, “As India’s leading brand, it is our responsibility to be invested in causes that impact our society. Through this film, we want to create awareness about the impact that single-use plastic bottles, we want people to be sensitized about the damage it causes, and hope that it evokes them to change their habits. We want people to be mindful of their plastic footprint, to be mindful of the needs of the planet by urging them to switch to sustainable alternative solutions. We want to appeal to people to fill their glasses with water from dispensers – shifting off plastic bottles of water. While offering a sustainable solution, the dispensers Usha offers also ensure hygiene and safety of drinking water.”

    Raj Kaushal, the producer of the film, said, “I believe in the saying that – we do not inherit the earth from our ancestors, we borrow it from our children. This film is for my son Vir; hope we can make India free from single-use plastic.”

  • CERA’s latest campaign ‘Kuch Pal Ghar Ke Naam’ to release in 5 languages

    CERA’s latest campaign ‘Kuch Pal Ghar Ke Naam’ to release in 5 languages

    MUMBAI: CERA, India’s premium home solutions provider and one of India’s most trusted brands in sanitary ware, faucets and tiles, CERA which has been known for its innovative futuristic  products tries to touch the emotions of oneness in its new campaign ‘Kuch Pal Ghar Ke Naam’ which captures the essence of Happy Home moments. The 10-seconder ad campaign features a small family enjoying every bit of their moments in their home which has CERA products for happy yet comfort lifestyle.

    CERA executive director Atul Sanghvi said, "The objective of this campaign was to break away from the clutter of product+celebrity ads and connect emotionally with our customers, bringing their beloved home and its inmates to the forefront.  Also, since Cera offers almost all product categories—sanitaryware, faucets, tiles, wellness, kitchen sinks, water heaters, mirrors—that go into making one’s once-in-a-life time home, it is appropriate to bring the home as centre of one’s life. This campaign delivers on the objective that CERA offers tiles, faucets and Sanitaryware, beautifully.”

    The campaign will run for 6 weeks in 5 different languages i.e. Hindi, Gujarati, Kannada, Marathi and Punjabi, on news channels with and major GEC (Impact Properties) programs. The total spend on the campaign will be Rs 10 crore.

  • Maruti Suzuki, Dentsu Impact launch ‘Swift Limitless Stories’ campaign to salute real-life heroes

    Maruti Suzuki, Dentsu Impact launch ‘Swift Limitless Stories’ campaign to salute real-life heroes

    MUMBAI: Maruti Suzuki India, in collaboration with Dentsu Impact, has unveiled a brand-new campaign, ‘Swift Limitless Stories’ for the 3rd generation Swift.

    After the launch of the new model last year with the campaign #BeLimitless, MSIL was looking to take Swift’s legacy of performance forward. The objective of the campaign was to help people connect; not just physically but also emotionally with the concept of being ‘Limitless’.

    Commenting on the campaign, Maruti Suzuki India executive director-marketing and sales Shashank Srivastava said, “We want to engage with our target group (TG) in a more meaningful way. The Swift Limitless Stories is a way to build a higher level of brand salience to associate with performance but in an emotional way. It is also going to be our long-term strategy. These stories celebrate individuals who keep challenging themselves to become their better version. We wish to associate Maruti Suzuki with visual dynamism and pursuit for excellence. We also have a separate campaign for sales promotion for Swift. This campaign does not push for immediate sales. It, however, is meant to build brand salience."

    Brought to life by Dentsu Impact, the creative agency from the house of Dentsu Aegis Network, the ‘Swift Limitless Stories’ campaign celebrates three individuals who have overcome immense challenges in their lives while in their pursuit of greatness – Olympic and World Champion Mary Kom, Para-athlete Bhupendra Sharma, and a corporate banker Vikas Dimri, who conquered Mt. Everest and the Ironman Race the same year.

    Speaking about the campaign, Dentsu Impact national creative director Anupama Ramaswamy said, “Swift has always celebrated performance. And the ‘Swift Limitless Stories’ campaign has been created to do exactly that, with one difference – it takes the ‘Be Limitless’ philosophy beyond just the car. It salutes the undying spirit of certain special achievers who never accept things as they are and keep pushing past all limits to achieve their dreams. These stories have been carefully selected; because we felt they strongly connect with our consumer’s ‘nothing-is-impossible’ attitude.”

    The campaign relies on storytelling and celebrating the limitless heroes without consciously integrating the car. Reason being that the vision of this campaign is to personify the philosophy of ‘Be Limitless’ by highlighting the strength, passion and relentless determination of certain out-of-the-ordinary individuals.

    Swift Limitless Stories has been created to engage specifically with audiences on social media, Maruti Suzuki’s content hub, as well as the individual social media handles of these heroes.

    Dentsu Impact senior vice president Hindol Purkayastha said, “Swift has been an iconic brand which has been loved by multiple generations. Our latest campaign focuses on the digital audience and with compelling storytelling it will truly allow us to inspire millions of followers and get newer younger audience. With performance at the core of the brand, it was time to shift the conversation to individuals from the product. Thus, the concept of #BeLimitless campaign was used as a trigger to invite more stories of individual achievements. With this, we continue to own the space of performance.”

    With the Limitless Stories campaign, MSIL is not just sharing inspiring stories, but is also creating a platform for its audience to share their own journey with the world.

    The films have been directed by Sharat Sharma of Crazy Few Films.