Tag: Pradeep Sarkar

Ghadi tackles vaccine hesitancy in its latest ad film

MUMBAI: India launched the world’s largest Covid-19 vaccination programme on 16 January 2021, to protect its eligible adult population. But misguided hesitancy and misinformation about vaccines continues to pose a substantial threat to the spread of the pandemic. Ghadi decided to do its bit, as a responsible national brand, to tackle these rumours and fake news through a hard-hitting film that delivers the message simply and effectively.

‘Teeka Umeed Ka’ (A vaccine of hope ) is a clarion call from the detergent brand that proves vaccines not only offer a way out of the pandemic, but they are a ray of hope for all of us in these tough times. The challenge was to stay relevant and sound as true as possible because the aim was not just to spread awareness but to encourage people to overcome vaccine hesitancy and get inoculated, said the brand.

The film was directed by Pradeep Sarkar, and scripted and executed by ADK-Fortune Communications, a WPP company and part of Wunderman Thompson South Asia Group.

Speaking about the initiative, RSPL joint managing director, Rahul Gyanchandani said, “Ghadi being the leader brand in its category has always taken a lead in issues concerning social change. The pandemic is a challenge like no other for each one of us. And with this campaign, our attempt is to convince people that vaccination is the only way to a brighter future.”

Elaborating on how the campaign has fared, ADK-Fortune Communications VP and ECD Nakul Sharma, commented, “The idea was to craft a hard-hitting and non-preachy message. We are overjoyed by the initial response and hope that this initiative by Ghadi detergent motivates people to go for their TeekaUmeedKa.”

August 20, 2021
#AajTakSabseTez campaign’s 3rd Film ‘Afwaah’ is creating ripples in the Indian news ecosystem

New Delhi: As part of the on-going #AajTakSabseTez campaign, the nation’s undisputed No.1 news channel AajTak, today launched the third film of the series. The film titled ‘Afwaah’ features AajTak’s star anchor Anjana Om Kashyap and demonstrates the adverse effects of rumour mongeringin news which if unchecked poses a danger to the society at large. What makes the film really interesting is its tongue in cheek style, shot in a salon setting, which also happens to be the epicentre of all random national and political news & opinions.

Conceptualised and directed by the widely acclaimed Writer-Director Pradeep Sarkar, #AajTakSabseTezcampaign is a satirical take on the current news environment in the country and entertainingly highlights the relaxed standards of reporting by some players in the age of fake news. While the first film ‘SachKa Band’ brought to light the exaggerationof events while presenting the news, the second film ‘Achaar Gully’ highlights the importance of credibility over sensationalism and how AajTak does not conform to the growing trend of spicing up news.

Being the most watched and trusted News Channel in India for 20 years, AajTak and its brave journalists have brought a ringside view of every major happening in the country. While many news outlets may have clear leanings, AajTak has always taken the middle ground, without any bias. As the depth of echo chambers increases, the need for a shared platform where both sides can be heard is essential. A place where people can agree to disagree is the need of the hour. AajTak is that listening room, that middle ground for the two sides to continue a meaningful dialogue.

These films while depicting AajTak’s relentless pursuit to always side with the truth, are equally sure to put a smile on your face!

March 11, 2021
The second film of the #AajTakSabseTez campaign is out

NEW DELHI: As part of the on-going #AajTakSabseTez campaign, the nation’s undisputed No.1 news channel today launched the second film of the series. The film titled Achaar Gully highlights how Aaj Tak does not conform to the growing trend of spicing up news. The metaphorical marketplace shown is a grim reminder of the state of the news industry in general.

Conceptualised and directed by the widely acclaimed writer-director Pradeep Sarkar, #AajTakSabseTez campaign is a satirical take on the current news environment in the country and entertainingly highlights the relaxed standards of reporting by some players in the age of fake news. The first film Sach Ka Band brought to light the exaggeration of events while presenting to the audience.

Being the most watched and trusted news channel in India for 20 years, Aaj Tak and its brave journalists have brought a ringside view of every major happening in the country. While many news outlets may have clear leanings, Aaj Tak has always taken the middle ground, without any bias. As the depth of echo chambers increases, the need for a shared platform where both sides can be heard is essential. A place where people can agree to disagree is the need of the hour. Aaj Tak is that listening room, that middle ground for the two sides to continue a meaningful dialogue.

What else is a society if not a vibrant conversation in progress? These films, while depicting Aaj Tak’s relentless pursuit to always side with the truth, are equally sure to put a smile on your face.

You can watch the film here:

March 4, 2021
Asia’s largest content creation festival, India Film Project is back with its 9th Season!

Witnessing enormous growth in building a community of content creators across the varying forms of art since its inception in 2011, Asia’s largest content creation festival, India Film Project marks it’s come back this year with season 9. With an aim to encourage the budding talents and their enthusiasm for 8 years, this season will be a notch higher as the winning titles of 50 hour filmmaking challenge will be premiered across PVR Cinemas in the country and will also be televised on world’s premier youth brand, MTV.

With an increasing community of 6.5 million filmmakers and content creators coming together on 12th and 13th of October 2019 at Mehboob Studios, Bandra, Mumbai. This year more than 35000+ filmmakers are expected to participate from across 300+ cities, and 22+ countries making 1500+ short films over a weekend. Bollywood bigwigs Abhishek Chaubey, Pradeep Sarkar, Apurva Asrani, Bhavani Iyer, amongst the other have been brought on board to judge the series of challenges.

The two-day content creation festival at Mumbai will not only have speakers from different fields of art ranging from films, comics, literature, music but also hosts a series of interesting panel discussions, AMAs, workshops and screenings. Apart from eminent juries, speakers and talent, India Film Project has also joined hands with two giants of the entertainment industry, PVR Cinemas and MTV who are on board as sponsors this season.

Challenging the enthusiasts from diverse spaces, India Film Project brings an exciting line up of contests this year too. With its flagship property 50-hour filmmaking where the participants are challenged to create content from scratch which includes scripting, shooting and post production in a span of 50 hours. This mega challenge is slated to happen from 27th September, 8 pm to 29th September, 10 pm.

Apart from this, IFP also has other exciting contests ranging from Short Scriptwriting Challenge where contestants are supposed to submit an original script, to a Storytelling Challenge where one is expected to submit an original spoken word poetry, to Poster-Designing Challenge where the budding talents will have to recreate a Film Poster based on the given theme. The entries for these challenges are open till 15th September 2019. Each challenge promises to be distinctive in their own space not only appealing the participants but also the audiences.

Ritam Bhatnagar, Festival Director, India Film Project, and comments on the announcement of Season 9 “We, at IFP, aim at discovering the creators, valuing and showcasing their creation for the world to see. With this season, we aim to reach out to maximum content creators and make them the part of IFP community. From the beginning, we seek to solely provide a platform where creators can learn, create, network and share content. In this season, we plan to get bigger and better and provide an opportunity for the creators to portray the story to the audiences which they wish to.”

In association with PVR Cinemas and MTV, the winning titles will be theatrically released in cinemas across Mumbai, Bangalore, Delhi, Pune, Hyderabad, and Chandigarh. Furthermore, these movies will also be premiered on MTV over weekends on a prime time slot for 6 months.

“With this collaboration, we aim to provide a multimedia platform for the emerging content creators. We are looking forward to associating with PVR and MTV for the one of its kind experience for the winners”, signs off Ritam Bhatnagar.

August 27, 2019
Praveen Kenneth launches ‘Ek Desh, Ek Hum’ platform

MUMBAI: The founder of Law&Kenneth and former chairman Law&Kenneth | Saatchi & Saatchi, Praveen Kenneth, has launched the platform ‘Ek Desh, Ek Hum’ with a video that stresses on the ‘Stronger Together’ theme.

The launch video has been directed by noted filmmaker Pradeep Sarkar while the music has been scored by Dhruv Ghanekar and the lyrics have been penned by Ishita Arun. It shows a young nation awakening to the need to come together.

Elaborating on the intent of the campaign, Praveen Kenneth said, “What we are conveying is not new. It’s simple, it’s obvious. We all know the magic of India is the amazing diversity of its people, across cultures and religion. Our life is fuller, vibrant, expanded, thanks to our Hindu, Christian, Muslim, Sikh, Jain, Buddhists friends, brothers, and sisters. I believe this is the underlying strength of our nation. The important thing, however, is that we need to keep bringing this back into the center stage of conversation and consciousness.”

He added, “In a daily life which zigzags through understandable difference, disagreements, arguments, and loud and angry debates—which is the beauty of a democracy and always encouraged—the interest of India and Indians, should and will always be the in the centre. The campaign is an effort to bring back these conversations”.

“Togetherness is strength; this is the singular message that we want to convey,” Kenneth concluded.

The video is accompanied by a Twitter push that will be hosted on #Ekdeshekhum and will be supported by an extensive TV and Radio support.

February 19, 2019
Kesh King TVC shows use of herbs

MUMBAI: Kesh King, an ayurvedic hair care brand from the house of Emami, is launching its ‘new brand film’ reinforcing its leadership. Positioning the brand as the ‘King of Ayurveda,’ the new film re-emphasises on the strong ayurvedic heritage of the new and improved formulation.

Directed by noted ad film maker and film director Pradeep Sarkar, the film focuses on how the new and improved Kesh King is prepared, using 21 rare ayurvedic herbs such as Bhringaraj, Amla, Neem, Haritaki, Nagkeshar, JapaPushpaetc which are procured from their original sources and blended by using ‘Tel Pak Vidhi’ technique as prescribed by ayurvedacharyas for ages.

Targeted towards both men and women in the age group of 25- 45 years who lead a busy life burdened with their hosts of responsibilities that leaves little time to take care of themselves, Kesh King comes as the trusted and in-depth solution to their various hair issues like hair fall, dry and brittle hair, dandruff, weak hair and split ends.

The film showcases how the brand has touched the lives of many across India and boosted their confidence by providing effective solution to their nagging hair woes.

Emami director Priti A. Sureka said, “Kesh King Oil is a leader with a market share of 34 per cent in the ayurvedic oil market of India which is worth around Rs 7.25 billion. With the film, we aim to underline the brand’s leadership in its category.”

August 16, 2017
India Today to premiere short films portraying India tomorrow

MUMBAI: Established Bollywood directors namely Imitiaz Ali, Pradeep Sarkar, Rohan Sippy, Hansal Mehta and Meghna Gulzar have joined hands to create short films for the mobile generation. The short three minute films have been created to portray their expression of IndiaTomorrow.

Focused on the future of the nation, the different directors bring their unique storytelling styles in these short mobile format films touching a million hearts across mobile, digital and the television medium.

Speaking on the films, India Today Group editorial director broadcast and new media Kalli Purie said, “The films reflect the spirit of IndiaToday that is constantly creating a better and more promising India Tomorrow. I would like to thank the directors for sharing their vision through these films.”

The movies provide a reflection of the curent times and a gaze into the future through the eyes of the different masters.

March 28, 2016
India Today to premiere short films portraying India tomorrow

MUMBAI: Established Bollywood directors namely Imitiaz Ali, Pradeep Sarkar, Rohan Sippy, Hansal Mehta and Meghna Gulzar have joined hands to create short films for the mobile generation. The short three minute films have been created to portray their expression of IndiaTomorrow.

Focused on the future of the nation, the different directors bring their unique storytelling styles in these short mobile format films touching a million hearts across mobile, digital and the television medium.

Speaking on the films, India Today Group editorial director broadcast and new media Kalli Purie said, “The films reflect the spirit of IndiaToday that is constantly creating a better and more promising India Tomorrow. I would like to thank the directors for sharing their vision through these films.”

The movies provide a reflection of the curent times and a gaze into the future through the eyes of the different masters.

March 28, 2016
Catch Garam Masala launches new TVC featuring Vidya Balan

MUMBAI: Catch Salt and Spices has launched a new TVC for its offering Catch Garam Masala featuring Vidya Balan.

The communication of new TVC has been developed around the core product attribute of taste, freshness and quality. The new communication tagline – ‘Khaney pe 100 per cent attention, Catch Garam masale se’ has been built on the already established positioning of ‘100 per cent Indian women ka match sirf Catch.’

The new TVC illustrates that if you want the family to enjoy ‘Roz Ka Khana,’ it should be made with Catch Garam Masala. The TVC addresses the day to day concern faced by women when family members are not interested in the routine food as it is not exciting enough. The new Catch TVC is clutter breaking in its category focusing, on ‘how to make everyday food, happening.’

The TVC has been created by Everest Brand Solution and directed by filmmaker Pradeep Sarkar of Apocalypso Productions. On the other hand, the still shoot has been done by Dabboo Ratnani.

DS Spiceco associate business head OP Khanduja said, “Brand Catch has always served its customers with outstanding quality and range of products that enables them to connect with the brand. The new TVC relates to the day to day scenario of an Indian household and is conceptualised in a way so that a common man is able to relate to it. Catch has recently shifted its ATL strategy from umbrella branding to being product focused. This new TVC for Catch Garam Masala is second in its series after success of Catch Subzi Masala TVC. A series of more products focused Television commercials are in the pipeline.”

Everest Brand Solutions group chief creative officer Rahul Jauhari added, “Our consistent efforts over the past few years have been to elevate Catch Spices from a being a Spice brand to a partner and solution provider in the housewife’s life. So once again, in this campaign, we picked on a real issue that exists in numerous homes and linked it to the superiority of our spices.”

September 9, 2015
Teleshopping War: Den Snapdeal TV-Shop & Shop CJ unleash maiden ad campaigns

MUMBAI: With new players entering the home shopping network fray, ad wars are bound to happen. At a time when consumers are spoilt for choice when it comes to the various platforms that are available for shopping, home-shopping channels like Den Snapdeal TV-Shop and Shop CJ (erstwhile Star CJ Alive) have launched their maiden bespoke marketing campaigns in a bid to grab the consumer’s ever wavering attention.

While Den Snapdeal TV-Shop chose to target television consumers who have limited access to internet and are non-internet savvy with its first marketing campaign, Shop CJ has taken the route of telling consumers to ‘shop a new trend,’ while highlighting the company’s product offer associated with trendy lifestyle.

Den Snapdeal TV-Shop ad campaign is titled ‘Kal Ki Wish Aaj Pao – Phone Uthao Khushiya Mangao.’ The idea behind the ad is that consumers who are non-internet savvy often miss out on great deals that brands offer across e-commerce portals. The marketing campaign, which is created by Adept Media, is being currently aired across channels in Punjab.

Plans are to also target consumers in markets like Karnataka, Maharashtra, Delhi, West Bengal and Gujarat via TV, print, outdoor, radio and social media.

On the other hand, as a part of rebranding initiative Shop CJ’s first TVC, which has been directed by Pradeep Sarkar, will not take the done and dusted route of offering deals and discounts to attract consumers. The differentiating strategy is to offer products associated with trendy lifestyle, which aims to improve the lifestyle of people by helping them shop a new trend. The TVC conveys the company’s new philosophy and brand identity. It also shows that the channel’s name change from Star CJ Alive to Shop CJ.

Den Snapdeal TV-Shop CEO Maneesh Goel said, “We’re all bargain hunters who have been taught to start saving up from a very young age. As kids, we were given pennies to be put in a piggy-bank or a gullak to save for the rainy days. With this simple and relatable plank, the integrated marketing campaign hopes to connect with our target audience in an entertaining and quirky way.”

Through this TVC, Den Snapdeal TV-Shop is trying to replace the Gullak and shop for presents to fulfill aspirations. “We are telling people to not postpone their happiness, but instead shop on Den Snapdeal TV-Shop and get the product they desire today,” he added.

Adept Media CEO Vandan Chopra said, “We wanted to ensure that the idea was geography agnostic and did this medium justice. The central theme of our campaign came from the simple insight that no matter how much we crave happiness, we usually end up postponing it with the hope to find a better deal in the future. ‘Don’t postpone your happiness, buy now’ addresses the main challenge of building the urgency of sales conversion which is the basic premise of the offering.”

Talking about the Shop CJ’s debut marketing campaign after the name change, Shop CJ CEO Kenny Shin said, “We are trying to change the overall perception of the home–shopping industry. Additionally, the TVC rebranding showcases our aim to bring ultra-trendy, durable, innovative, customer-friendly and cost-effective products to the customers.”

Shop CJ’s new brand tagline – ‘Shop a new trend,’ which is unveiled in the TVC, signifies the company’s product offering that are in synch with customers lifestyle and latest trend. The TVC features real life people sharing their story and proud moment with Shop CJ’s products.

Talking about directing the TVC for Shop CJ, Sarkar said, “Shop CJ had a beautiful vision and a new idea of getting into peoples’ lives, a breath of fresh air. The objective was not to make it loud; instead we wanted to get into people’s minds very subtly and that has made the commercial endearing. It was wonderful making the commercial or rather the story, not the TVC.”

Shop CJ’s film is conceptualized by Percept H. The 30 and 60-second versions of the commercial will air on various channels of Star Network from May 2015. A full 60 seconds version will be available to view on YouTube.

While Den Snapdeal TV-Shop is growing at a growth rate of around 50 per cent month-on-month, the channel is targeting to reach Rs 500 crore by December 2015 with a reach of 80 million households. The rise in disposable income of people in the tier-2 and tier-3 cities is further giving a boost to the category.

With the newest player in the business – Best Deal TV, which is co-owned by Raj Kundra and Akshay Kumar, poised to touch its first year’s gross sales target of Rs 150 crore, the competition is only just heating up in the home shopping network space.

In a scenario like this, the marketing and promotional activities of home shopping channels will have to cut above the clutter as well as manage to lure customers in order to rake in the moolah.

May 21, 2015