ITV

Tag: ad films

  • Behind the scenes: Crafting memorable characters in ad films for maximum impact

    Behind the scenes: Crafting memorable characters in ad films for maximum impact

    Mumbai: “Welcome to Apple, welcome to Apple. Hi, I’m Tim.” — If these words don’t ring a bell, you’re probably living under a rock.

    Apple’s incredibly self-aware campaign featuring the aptly cast Octavia Spencer and Tim Cook, made everyone sit up and take note (and how!). It served as a wake-up call (a gentle nudge, perhaps?) even for the tech giants themselves.

    The ad wasn’t without its detractors (though I stand firmly on the other side of the fence). But what truly shines is the ingenious use of Mother Nature as a character delivering a stern message, proving that even the pioneers of technology can’t escape her watchful eye.

    The art of captivating in 30 seconds

    The advertising world thrives on crafting powerful visual narratives that reel audiences in within a limited timeframe – think 30-40 seconds, tops. Every beat counts. From catchy slogans to imaginative scripts, from celebrity endorsements to impactful social statements, the ultimate goal is to leave a lasting impression.

    One well-worn advertising tactic is the “Fluent Device”. This strategy involves creating mascots with an overwhelmingly positive or humorous vibe that become synonymous with the brand. Think Ronald McDonald, the iconic clown mascot of McDonald’s, or the Pillsbury Doughboy and Energizer Bunny. These instantly recognisable mascots can become a brand’s cornerstone, especially in a crowded marketplace vying for consumer attention and loyalty.

    Another popular trope is the star-studded commercial. In India, for example, celebrity endorsements have proven incredibly successful. However, character development can be a significant hurdle. Only a rare few brand-celebrity-agency collaborations truly succeed in hammering home a message by portraying a well-known face in an unexpected light. Often, they opt for a full-on glam approach, hoping to grab viewers’ attention. And hey, it works in India!

    The power of emotion and originality

    Adorable children and pets are another favorite advertising trope, perfect for conveying heartwarming messages. When executed thoughtfully, it’s a recipe for success. Some of the most iconic ads fall into this category, featuring endearing characters and storylines that instantly captivate audiences.

    A personal favourite is Hutchison’s “boy and the dog” ad, masterfully crafted by Ogilvy. This ad doesn’t miss a beat, delivering a near-perfect message with an unforgettable tagline: “Wherever you go, our network follows.” You might forget the brand, but not the tagline. It was 10/10. Period.

    The art of the “alternative message”

    Now on to my favourite advertising category: the “alternative message”. This is a notoriously challenging approach but immensely satisfying when executed right. Imagine taking a brand’s core message and weaving a narrative that initially seems to sidestep it entirely. Viewers are left puzzled, wondering where the ad is headed. Here’s the magic: the storyline builds such a unique premise that it reels viewers in with the question, “What’s next?” The climax explodes with a connection so unexpected (oftentimes bizarre) that it leaves audiences in awe, amusement, and surprise all at once.

    The sheer oddity of the connection fuels the audience desire to see the ad again, simply for another 30-second rollercoaster ride. This is why we call it “alternative messaging.” Think of the Happydent “Sparkling Smile Palace” ad – a triumph of exceptional craftsmanship and originality. The iconic Fevicol ads tread a similar path, both prime examples of what we can call delightful hyperbole, captivating narratives, and a true creator’s delight.

    The winning formula

    Beyond all the technical jargons, there’s a crucial element to crafting a knockout campaign: a brand willing to embrace creative freedom and a team of visionary mavericks ready to push the boundaries of storytelling. By wielding impactful creative tropes, punctuated by captivating narratives and well-developed characters, the brand-agency alliance can forge messages that resonate with audiences for generations to come. And if all else fails, well, there’s always the CEO option – just ask Tim!

    The article has been authored by WeInvert founder & CEO Anjan Purandare.

  • Parle Products rolls out three new TVCs for Bengali market

    Parle Products rolls out three new TVCs for Bengali market

    Mumbai: Parle Products has launched three new TVC’s for Parle Marie. The product consolidates its position as the soul of adda in its latest campaign for the Bengal market.

    The campaign is built on the Parle Marie brand’s foundations in the Bengal market.

    Designed and executed by Thought Blurb Communications, the three-film campaign addresses a broad demographic of young and old, men and women and are all represented in the films. It spans the width of the populace which has one thing in common. Held by the same social thread that ties and binds all ages & segments of society.

    Long before internet chat rooms were in vogue, the Bengali was devouring conversations, ideas and arguments in the form of ‘adda’. Parle Marie biscuits have always been a part of the tea-and-biscuits tradition that accompanies a good adda session. With the new campaign Parle Marie seeks to cement its relationship further.

    Parle Products senior category head Mayank Shah said, “In a nation as vast as ours, each region has its own voice, values and ideals. A generic message addressed to the entire country may not always take root. Speaking to each consumer in his individual language, in idioms he understands and in surroundings that he is familiar with, is a far better option. The new campaign is in line with Parle’s belief in regional marketing, speaking in the voice of the local population, using subjects that are deeply relatable, and in a tone that is immediately understood.”

    Thought Blurb Communications chief creative office & managing director Vinod Kunj added, “The strategy is as elegant as it is simple. Insert the brand into the social fabric and become part of the consumer’s conversation. Then you can accompany him through his life’s journey with occasional brand reinforcement. Too often, we have to confront the consumer and try to change his preferred brand and habit. But in this case, we are simply building another storey over a home with a strong foundation.”

  • Flipkart launches new Ad films for #BachonKaKhel campaign

    Flipkart launches new Ad films for #BachonKaKhel campaign

    Mumbai: Flipkart has launched three new ad films under its ongoing campaign #BachonKaKhel to highlight the industry-first benefits and policies introduced for 4.2 lakh sellers.

    Conceptualized by Art-E MediaTech, in phase 3 of the Bachon Ka Khel campaign, the films are set around crucial seller touchpoints where Bijendra Kala, now established as an expert Flipkart seller in the campaign’s films, motivates other sellers with the benefits of taking their business online through Flipkart.

    The film showcases benefits such as getting the fastest payments in the industry; ease of onboarding in 10 minutes, and listing and cataloging through an entertaining demo by the child artist Divyansh Dwivedi.

    In April, Flipkart introduced a slew of marketplace policy changes and new capabilities under Flipkart EDGE, as a part of its ongoing efforts to build an inclusive e-commerce ecosystem and contribute to the growth, prosperity, and empowerment of its sellers. The benefits include a 10-minutes hassle-free onboarding process, easy listing on the Flipkart marketplace with artificial intelligence (AI)-based innovations, and fast payments in 7-10 days. The #BachonKaKhel campaign amplifies these offerings to drive awareness among sellers about the ease of doing business on Flipkart.

    Speaking of the ad film launch, Flipkart senior director and head-marketplace Jagjeet Harode said, “As a homegrown e-commerce marketplace, we are constantly innovating and bringing new solutions to empower our seller partners from across the country. In this digital commerce era, we want to handhold and nurture MSMEs from Tier-2 and Tier-3 cities, who are ambitious and are looking to unlock their growth potential. Through the ‘Bachon Ka Khel’ campaign, we aim to educate the seller community about the ease of doing business with Flipkart in a simple and efficient manner.”

    Art-E MediaTech co-founder and chief business officer Rohit Sakunia said, “For us, the task at hand was to retain the impact and relevance of the characters and their roles as portrayed in the first two series of Bachon Ka Khel campaign. At the same time, we wanted the viewers to feel the air of change in not only the e-commerce platform but also in the way it positively impacts the sellers. With a fresh set-up and more new characters than the previous ones, these films are a whole new story of the way the Flipkart Seller Hub is changing the dynamics of online selling in India, by placing the seller and entrepreneur community in the centre of focus of these innovations.”

  • Mutual Funds Sahi Hai releases ‘Rishtey Nibhaana Sahi Hai’ campaign for the festive season

    Mutual Funds Sahi Hai releases ‘Rishtey Nibhaana Sahi Hai’ campaign for the festive season

    Mumbai: The Association of Mutual Funds in India (AMFI) has released a set of two new films for the festive season. Created by Mirum India, these take a slightly different course from other communications in the category. The narrative is around relationships, something that is relevant not just from a festive season point-of-view, but also from an investment one.

    Speaking on the creative lens of the campaign, Mirum- ECD Naila Patel said, “When Mutual Funds Sahi Hai campaign launched, it almost seemed like an oxymoron. The only thing people knew or recollected about Mutual Fund communication was the disclaimer that said ‘It’s risky, be careful’ in a complicated way. But the campaign changed it all and now Mutual Funds and Sahi Hai seem to have become synonymous with each other. Hence this reiteration of ‘Sahi Hain’ to other walks of life becomes very relevant and fluid.”

    The campaign looks to harp on ‘unspoken’ relationships that go beyond our normal circle of family and friends, even as they give joy, peace, hope, strength and goodness. These stories are woven around celebrating and maintaining those relationships while making us realise their importance by imploring us to say ‘Sahi Hain’ to all these relationships as well.

    “When you look at any relationship, you understand that making it work isn’t easy. There is a certain amount of commitment, dedication and patience required. Just like investments in Mutual Funds,” says Franklin Templeton India director for products & marketing and member of the digital committee at AMFI Juzer Tambawalla.

    Elaborating further, director (brand strategy & client services) Mohit Ahuja said, “All investment communication typically speaks to the mind, as is logical. AMFI’s long-running Mutual Fund Sahi Hai campaign has beautifully simplified the logic. With this new ‘Rishtey Nibhaana Sahi Hai’ spin, we aim to speak to the heart and make MFs be seen in an endearing light too. This secondary campaign also gives us another umbrella to use as and when required and adds back to the original thought. And what better way to start than the festive season.”

  • TheSmallBigIdea thinks big

    TheSmallBigIdea thinks big

    MUMBAI: In advertising the Big Idea comes from a small insight. That was the inspiration behind former Reliance Big executive Harikrishnan Pillai and Ex-Times Network's Manish Solanki naming their agency soon after they quit their jobs. Six years down the line, their full-service digital agency,TheSmallBigIdea (TSBI), has grown to a team of 84 professionals, having served clients such as Star Sports,&TV, Colors, Zee Bioskope, Seychelles Tourism, IDFC Bank, HDFC Life, Asian Paints, Chennaiyin FC, and Big Magic. Recently,the agency created headlines for winning the social media mandate for movies like Love Aaj kal and Shubh Mangal Zyada Savdhan.

    For Pillai, it has been a dream journey from 2014, when he started the TheSmallBigIdea as a self-funded venture, by imbibing his experience from the Zee network and Reliance Broadcast Network.  
    His fruitful stints at Zee and Reliance helped him a lot. Talking about his past experience, he said: “If we have hunger and perseverance they gave us the opportunity. It is probably the biggest legacy that I have carried into my team. As I have said, most of our team is home-grown, all trained internally with strong ethos. The team at TheSmallBigIdea is creatively strong.  They are leading the team as if they themselves are the entrepreneurs. The second lesson learnt has been a focus on delivery. A great idea without impeccable execution is nothing. So, while we are idea-driven, we are extremely focused on executions, delivery, and measurement.”

    While brands in the media and entertainment category contribute 60 per cent of its business, TheSmallBigIdea has a stronghold and focus in tourism, education, e-commerce and BFSI. Then around 15-18 months ago,  it ventured into movies. “Movies happened last year with Badhaai Ho. Then we did Bala, Good Newzz, Dream Girl, and so on. Our primary focus is on sustainability and growth. What is going to give us sustainability is the large clientele that we have; our focus has been to provide services to them so that they can stick around us. The other most important factor is growth. When you look at sustainability you also look at growth,” said Pillai. 

    Largely based out of Mumbai, it has reps in Bangalore, Delhi, Punjab and Chennai. 

    The agency also has a sprinkling of media-only clients for whom it does the planning and buying like: Seychelles Tourism, Bahrain Tourism, Welingkar Institute and Dalmia College. Realising the potential in going local, TheSmallBigIdea launched TSBI Bharat as it saw the need to reach out to the next 100 million people who are going to come online. It's not just about language translation but studying how regional markets behave, how they consume internet and the role of neo-social apps in their ecosystem. 

    “We want to understand their sentiments, what kind of content they want to consume, etc. It is about addressing a larger ecosystem rather than addressing one particular language,” says Pillai. 

    TheSmallBigIdea is expecting a lot of growth coming from TSBI Bharat. It is pushing brands to create content in regional languages using neo-social apps. “We are also focusing on TSBI studios, which is the production division at TheSmallBigIdea to create more short-format content, podcasts and ad films. Our analytics tool ACE allows business to derive actionable insight through a thorough evaluation of social and enterprise data,”he added. 

    The agency, is looking at hiring more people to reach the 100-mark. Going forward, TheSmallBigIdea envisages a brighter future. “What works for us are the insights and the content,” says Pillai confidently. “Not only our ideation team but our service team is very strong and that is reflected by the fact that 80 percent of our clients renew contract on Y-o-Y basis. What is not working for us is the reputation of being a media and entertainment company, which is not true. Like I have said we get only 60 percent of revenue from media and entertainment. This perception I would like to change.” he concludes.

    Now that’s what sounds like a sound idea. A big sound idea. 

  • Network18 to spin off Cell18 as a separate company

    Network18 to spin off Cell18 as a separate company

    MUMBAI: Cell18, Network18 group’s creative division, is planning to establish itself as a separate company, providing services to clients only outside the network group.
     

    The Cell, Network18’s specialist promo and packaging unit, will continue making ad films and promos apart from packaging design for outfits within the Network18 group.
     

    “Cell18 was already working for clients outside the company. However, now with our capabilities growing day by day, we want to establish Cell18 as a separate revenue generating body for ourselves. Hence Cell18 is migrating to become a company,” said an official source.
     

    The company will be establishing itself as a creative production house, also specialising in brand design and documentary making.
     

    “For the past few months we have been producing work for the clients of many top line agencies like Lowe, JWT and Mudra.To understand the revenue generating capacity of the creative division, Cell18 underwent an experimental phase during January, February and March during which it clocked Rs 25 million, making a profit of Rs 14 million. Now that we have expanded across the industry, we want to create Cell18 as a creative production company also specialising in brand design and documentary making,” added the source.
     

    Cell 18 hopes to excel in competitive pricing. Hence it has installed in-house equipments. It has brought in 12 FCPs, 40 graphic work stations and two online machines-two smokes and one flint. Thus, starting from the pre-production process till the post-production stage, nothing will have to be outsourced, thereby lowering the entire cost of production.
     

    Cell 18 is also venturing into making mobisodes, audio visuals for mobile phones. It will be launching its first mobisode sometime next month.

    “Web and mobiles are the new interactive media that need to be exploited immensely to reach out to today’s audience. We have already made 20 webisodes (web films) for Pepsi and our latest is the one on IPL’s Kolkata Night Riders. Now we will be venturing into making mobisodes and the first one will be launching next month,” stated Network18 Group Network creative director Zubin Driver.
     

    Cell 18 has recently finished making a documentary on Gulbarg Museum in Gujrat for social activist Teesta Setalvad.
  • Navi Mumbai gears up for its first film festival

    Navi Mumbai gears up for its first film festival

    MUMBAI: Navi Mumbai, known as the satellite city of Mumbai, will hold its first ever Film Festival, Navi Mumbai International Film Festival (NMIFF) from 31 January to 2 February, 2014. The festival will be held at the DY Patil Auditorium in Nerul, one of the largest auditoriums in the city.

     

    The festival has been founded with the aim to give a global exposure to the budding film makers. The film buffs will have a repository of fine movies from various genres from across the globe.

     

    The festival is open to film makers from across the globe and appreciates all genres of film making. The films to be screened have been slotted in three categories – student shorts, professional shorts and feature films. These categories are inclusive of short films, AD films, animation, documentaries, music videos and social awareness films. NMIFF will be screening around 22 movies in three days. The winners will be selected by a panel of esteemed jury members and awarded with cash prizes and trophies.

     

    NMIFF Chairman and founder Sachin Khanna, said, “NMIFF is determined to providing an international platform to talented filmmakers. We want Navi Mumbai to be highlighted as International spot which is yet deprived of any festival like this. This will expose local talent too of the area on world map. This is our first year and we have already received an overwhelming response and are looking forward to a great three day festival showcasing some of the best films.”

     

    The registration for passes can be made online on the film festival’s website at http://www.nmiff.in