MUMBAI: Digital financing system EbixCash, the pioneers of the concept of Digital Cash in India, recently launched their first ever ad campaign EbixCash‘Har Khushi KeLiyeKaafi Hai.’
The campaign comprises of a five ad series that will be released over a period of two months and each of the advertisements reflect the intrinsic values that the brand EbixCash stands for.
This association is a maiden venture for EbixCash and Chrome Pictures
The mandate for EbixCash involved “campaign thought” for the brand, conceptualising, scripting, direction and production of the entire AD campaign. This entire process was spearheaded by Chrome Pictures and their creative team under the leadership of Hemant Bhandari (Director, Producer & Co-Founder Chrome Pictures).
The five ad series is an apt representation of the campaign that advocates the sentiment of how little things in life leave you feeling happy and content. EbixCash provides its customers a service that aims at achieving exactly this via this initiative. The conceptualization of this campaign involved a lot of grass root level research in creating an emotion that represents the intrinsic pulse of India. Each film will be seen showcasing an emotion that exudes a freshness, feeling of fulfilment and happiness in the smallest, most precious of experiences that life has to offer.
The campaign will be leveraged across television & digital platforms which include: Colors, Sony, Zee, Star, AajTak, NDTV 24X7, Times Now, Republic tv, Republic Bharat, India Today, TV18, ABP, CNBC TV18, Bazaar 18, CNBC Awaaz, ET Now, Nicleodeon, regional channels, Youtube, Instagram and Facebook. EbixCash is also being endorsed by their brand endorsers which include IPL teams and their players such as the KXIP, Delhi Capitals and Kapil Dev.
Hemant Bhandari (Director, Producer & Co-Founder Chrome Pictures) said, “It is the first time that Chrome Pictures has been involved at multiple levels of an ad campaign including finalising a "campaign thought" for the brand, conceptualising, scripting, production and direction. Keeping in mind the brand values and our target audience we have tried to give the whole campaign a very fresh feel, by going for fresh/little known shoot locations, actors and even voice over artists. With a lot of efforts put in at the level of planning and planning with our great creative unit (Mago and team) and client Robin Raina, things became extremely easy at the implementation level. I would also like to thank Robin Raina for trusting me blindly with this campaign and giving me absolute freedom. Each project comes with its challenges; this one was with the role of playing an agency not only as a planner but also as a creative and servicing and then as a production house conducting recces far and wide for each of the five films and wrapping up our schedules within the time allotted. But with this project it was more exciting and fun as during post production we realise that we should release this campaign one month earlier than the date we planned and with the adventurous and supporting nature of Robin Raina we achieved it. In the next 2 months EbixCash will be releasing 4 more films. We hope that this campaign is able to recreate and connect the sentiment behind EbixCash "Har Khushi KeLiyeKaafi Hai”.
On the successful completion of the campaign, Robin Raina (Chairman of the Board, President & CEO, EbixCash) said, “Putting a thought provoking campaign that could inspire and yet make you smile was a challenge considering the aggressive timetable that was set up to launch it. Thankfully that challenge was overcome beautifully by Hemant & Team/Chrome Pictures. Diligent, thoughtful and a thought provoking campaign that we believe will have lots of longevity. Hemant brings innovative thought process, besides an innate understanding of the human psyche to the campaign. Besides his work ethic and passion for perfection is highly infectious. His grasp of balancing what a brand seeks and marrying it with what a consumer seeks to get out of a campaign is fantastic. "
