ITV

Tag: Rajiv Agrawal

  • Arise inverters launches new TVC with a humour streak

    Arise inverters launches new TVC with a humour streak

    NEW DELHI: Arise Invertors have come out with a new television commercial that attempts to bring humour even as it conveys the commercial message. Created by Percept/H for Apocalypso Films executive creative director Rajiv Agrawal, the TVC has been directed by Pradeep Sarkar and produced by Rachita Chowdhury.

    Arise India Ltd. MD Avinash Jain said, “Through the TVC we wish to communicate our core message of Arise Inverter, thus helping in saving electricity. The mandate to Percept H was to create an endearing advertisement which creates an instant connect with the audience and makes them understand the USP of the product in the first view itself. With the resultant advert we are very optimistic about the deliverance of the messaging and thus are looking forward towards encouraging sales of the product.”

    Rajiv Agrawal said, “Arise has been a fledgling brand. The owners have decided to take it to a different level. The one line brief from the chairman, Avinash Jain, was: ‘give me memorable advertising’. How many times do client say such things these days? And that’s exactly what we’ve attempted to do. Create disruptive advertising which, hopefully, will be memorable while doing justice to the brand and the volumes.”

    The story line of the 30-second film opens inside the chamber of an orthopedic doctor. A doctor is examining the X-ray and the patient lying on the bed with his leg stringed and his wife and a nurse standing by. The doctor looks at the patient and speaks: “Hoon…Sharma Ji aapke pair ki dono haddiyan ghutne se toot chuki hain. Ek mein 6 inch ki nail dalegi aur doosre mein steel ki plate. Theek hai?” The patient looks bewildered. “Hmm…”

    As the doctor in his style consoles the patient, he says: “Process hai…tumhare haath hi haddi ko khurcha jayega”. The patient gives the scared look and asks in disbelief: “K..K..Kyoon?”

    The doctor once again consoles the patient. “Arre leto leto…process hai…char mahine ka plaster lagega…uske baad football, kabaddi, kuch bhi khel sakte ho.” The patient in surprise asks the doctor: “Kya guarantee hai?” The doctor replies in full confidence: “Guarantee…Hai Guarantee!…”

    The doctor points out to the supers appearing one by one on the screen: Intelligent Charging System and Sinewave Service.

    The voice-over : “Intelligent Charging System ki Guarantee…Sinewave ki Guarantee…Service ki Guarantee…”

    The product window shows a wide range of Arise Inverters and Batteries: “Yeh hai Arise Ki Guarantee… Arise inverter aur battery ki full range par…Ab India bolega Arise…”

    Come back to the patient speaking into the camera with a smiling face: “…Hai Guarantee”

    The doctor now instructs the nurse to pull the leg: “Iska taang kheecho”
    Arise logo appears on the screen chorus: “Arre Wah Wah Wah Wah!”

  • Percept/H wins Bharat Nirman creative biz

    MUMBAI: Percept/H won the creative duties of Bharat Nirman, the set of flagship programmes initiated by the central government for the development of rural India. The win is an outcome of a seven-agency pitch in July that included Dentsu, Grey and Concept.

    Bharat Nirman was launched around six years back. So far, the communication had always projected the schemes as an opportunity to improve and empower the lives of people. The focus this year is to project the change that people have experienced in their lives through these schemes.

    The agency has already started work on the account and has rolled out the first campaign for the client.

    The agency was asked to project the Bharat Nirman programs as the ‘right‘ or ‘haq‘ of people provided by the central government. In order to communicate this, the agency decided to show the change in people‘s life once they demanded their “haq” and which once they got, empowered them to impact their lives in a positive manner. The idea was to portray the moment of transition from the underdog to a person who knows his or her rights and the feeling of ‘pride‘ associated with the sense of achievement.

    The campaign is being executed through a complete 360 degrees approach with print, TVCs and radio. The logistical challenges of executing the TVCs were immense: 7 programme TVCs and one overarching jingle TVC, 4 language masters for each, making it a total of 32 master films and dubs in 7 languages of each film, making it 56 dubs. In all, a total of mind boggling 88 films.

    The campaign used a jingle “Bharat ke is Nirman pe haq hai mera”. It is directed by Paresh and Naresh Kamath and sung by Kailash Kher and Neha Bhasin. It aims to embody the emotions of people who have taken their rightful “haq” and which everyone should demand. It reflects the pride associated with the positive change that the people of India are empowered to bring about in their lives.

    The campaign includes initiatives in TV, print and radio. The idea was not just about reaching the rural masses in every nook and corner of this country by the width of its media usage and reach through multiple use of TV and radio channels and maximizing newspaper. There was equal focus on the way this campaign has been creatively conceived, designed and produced so as to connect with rural masses, relate to them, impact and involve them.

    The campaign covers the seven programs offered by Bharat Nirman through film, print and radio along with a 90 sec film. The film has been created in a way that covers every region and every language by separately creating an edition for different regions, in different languages, bringing out the authentic and real environment and setting and all the local nuances so as to connect better with local people of any region.

    These films have been extremely sensitively produced and filmed by Pradeep Sircar and his Apocolypso team with Joydeep Sircar directing all the films. The communication initiative by Bharat Nirman and Percept H is unique because no other brand in the social, government or corporate (national or multinational) sector has ever attempted a massive and authentic communication and production.

    Percept/H executive creative director Rajiv Agrawal said, “Till now, over the last few years, the Bharat Nirman campaign has really been from the POV of the Govt., and not from the POV of the people. This is what we corrected. It‘s a people‘s campaign this time around and exhorts them to claim their right. It‘s classic storytelling which attempts to engage the audience in the warm, aggressive campaign. Also, the look-feel is deliberately different, non-sarkaari. I believe that social campaigns should not be any different in look-feel from brand campaigns. The principle remains the same: you are trying to engage your audience by providing them a sound reason-to-believe”.

    Percept H COO (North) Amitava Mitra said, “Bharat Nirman has always been an extremely prestigious project for us since its launch, and this year too, it was a matter of great pride for us to win it. The complexities involved in the execution of the campaign were extremely challenging with multiple programs, languages etc. But at the end of it is a hugely gratifying and satisfying experience.”

  • Percept/H Delhi appoints Rajiv Agrawal as ECD

    Percept/H Delhi appoints Rajiv Agrawal as ECD

    MUMBAI: Percept/H has appointed Rajiv Agrawal as executive creative director for its Delhi branch. He joined the agency on 13 September and will report to Percept/H chief creative officer Ryan Menezes.


    Formerly, Agrawal was creative director at Lowe Lintas, Delhi and before that senior creative director at JWT. He has also worked with Ogilvy and Draftfcb Ulka.
     
    Agrawal said the creative freedom he was to get as the ECD was one of the primary reasons he moved.


    “Everyone’s take on creativity differs. In bigger agencies this problem seems to exacerbate, as too many people are involved in the creative process. In the field of advertising its very important to have the elbow room; and here as the ECD I will get that,” Agrawal added.


    Besides managing the brands – agency’s Delhi branch handles – such as Hero Honda, Canon and Delhi Police, Agrawal’s mandate also includes getting new businesses and amplifying brand Percept/H’s creative portion. 
     
    “Percept/H is a strong creative agency with a sound business model. Besides getting new business, we are also working towards enhancing the creative side of our agency – strike balance between business and creativity. We will do that by getting new businesses,” Agrawal concluded.


    In his over 17 years of experience Agrawal has worked for brands such as Pepsi, Mountain dew, SBI cards, Horlicks, Monster.com, GE Money, and Hero Honda.