TOI Kerala’s new campaign portrays God’s own traffic jam on Videos – Campaign India

The Times of India Kerala edition has rolled out a new TVC to complete its launch campaign. The TVC, created by JWT India, depicts a satirical celebration of the competitive spirit of Malayalees.

The TVC shows a typical day in the life of Kerala albeit from a TOI perspective. Opening on the T junction of Kerala’s backwaters, the film highlights the verve of competition. You behold roosters, fishermen, Kalari martial art warriors, footballers, Kathakali dancers, Pulikali (tiger painted dancers); each fighting with its counterpart. We see boats colliding, fishermen tossing their nets while sitting on the edge of the boats, thereby adding to the chaos building up. In no time there is a traffic jam caused by the boats on the backwaters and people use this stuck boats as makeshift bridge to cross over. Amidst all the action, a policeman enters on another boat to escalate the traffic situation and the film ends with the sun setting on the backwaters.

Commenting on the brief for this campaign, Senthil Kumar, national creative director, JWT India, said, “Post the ‘God’s Own Delivery Boys’ launch campaign in February and the Times Kerala festival of music videos with Kerala’s popular musicians, dancers and the malayalam rock band Avial singing Suprabtham Keralam; it was time to take the campaign forward and create a film that captures the current state of Kerala and bring alive the competitive spirit of the modern malayalee. Also it was imperative to create a film that signs of with ‘a day in the life of Kerala’ like what we did with Naaka Mukka for Chennai.”

Unplugged moments:
Kumar shared anecdotes from the shoot which was wound up within two days. He said, “We literally lived on a houseboat and travelled the backwaters with the camera crew shooting most of the stuff in a very newsreel documentary style production. We did spot a few natural traffic jams happening on the backwaters. Nowhere else in the world will you spot a traffic jam on a river so often, like in the winding backwaters of Kerala. So just like any good newspaper should, we ended up capturing fresh real life stories that would make the Next days headlines.”

He added that the same team that worked on this campaign had created the ‘naaka mukka’ film for TOI that won India’s first and second Gold Lions in Film & Film Craft at Cannes Lions Festival in 2009.

Kumar also shared how they finalised the background score for the film. He said, “We tried three different music tracks but we were not happy until we encountered Kerala’s own folk rockstar – Kalabhavan Mani, a genius who is responsible for the revival of the ancient Naadam Paatu folk singing tradition of Kerala. The lyrics in malayalam captured the competitive spirit of the malayalee in a fresh and musical form. We played the track to a few Malayalees and sure enough, we got a dancing ovation.”
Credits:

Client: Times of India
Agency: JWT India
Chief creative officer: Bobby Pawar
Writer, creative director: Senthil Kumar
Director : Shashanka Chaturvedi [ Bob ]
Director of photography: Jason West, John Jacob Payapalli
Production house:  Good Morning Films

via TOI Kerala’s new campaign portrays God’s own traffic jam on Videos – Advertising – The Work – Campaign India.

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The Guardian Three Little Pigs | The Inspiration Room

The Guardian is running an advertising campaign featuring the Three Little Pigs to promote open journalism. The commercial at the heart of the campaign imagines how The Guardian might cover the story of the three little pigs in print and online, from the paper’s front page headline, through a social media discussion and finally to an unexpected conclusion. See images from the campaign on the Guardian media gallery.

Credits

The Three Little Pigs campaign was developed at BBH London by creative director David Kolbusz, creatives Matt Fitch and Mark Lewis, agency producer Davud Karbassioun, head of strategy Jason Gonsalves, production assistant Genevieve Sheppard, head of art Mark Reddy, print producer Sally Green, head of radio Sam Brock, team director Ngaio Pardon, team manager Alex Monger and team assistant Katie Burkes, working with The Guardian head of sales and marketing Richard Furness and marketing manager Anna Hayman.

Filming was shot by director Ringan Ledwidge via Rattling Stick, London, with producer Chris Harrison and director of photography Franz Lustig.

Editor was Rich Orrick at Work Post with assistant editor Ellie McNaughtan.

Post production and visual effects were produce at The Mill, London, by producer Gemma Humphries, shoot supervisor/2D lead artist Gary Driver, shoot supervisor/3D lead artist Dave Fleet, 2D artist Adam Lambert, 3D artists Tom Bolt, Jonathan Wood, Adam Droy, Luke Tickner, Alberto Lara, Iker De Los Mozos, Natalie Rocks, Adam Darrah, assistant Zoe Cassey, motion graphics artist Ivo Sousa, colourist Mick Vincent, art director Adam Brandon and rotoscoping artist Robert Granger.

Sound was designed by Will Cohen. Music was by Phil Kay at Woodwork Music.

via The Guardian Three Little Pigs | The Inspiration Room.

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The Hindu takes on “dumbing down” with new campaign – Campaign India


The Hindu, after a long silence, has decided to take competitors heads on with its new campaign ‘Stay ahead with The Hindu’. Featuring responses from readers of competitor newspapers, the campaign uses the brand’s “heritage and credibility” to highlight the present state of Indian journalism. Interestingly, this is the first time that the publication has embarked on a large 360 degree campaign spread across television, radio, print, outdoor, digital and on-ground activities.

The three TVCs feature responses from general people for questions ranging from politics to sports and music, and while they seem to be getting all the answers wrong, all of them give the right answers for questions related to Bollywood. The last question posed to all the respondents is about the newspaper they read. However, the responses for this question are beeped out. The film ends with the line ‘Stay ahead of the Times’.

On the thought behind the new campaign, Suresh Srinivasan, vice president, advertising, The Hindu Group, said, “The Hindu believes that in a more than ever globalising knowledge-driven economy, it is vital that readers are well informed about the world at large. And yet, over the last few years, news from the media industry in India has increasingly focused on serving up a steady diet of trivia and shied away from the national and international issues that matter. It is the kind of news that equates to junk food. In the long term, it is a steady dumbing down of readers who end up knowing about a celebrity’s kid than about serious stuff that truly matters.”

Elaborating on the brief from the client for this campaign, Simi Sabhaney, president, Ogilvy Bangalore and Chennai, explained, “An important task for us was to get people to re-evaluate their current choice of media and switch to The Hindu. Another important thing that we are trying to say is that the time has come to hold up a mirror to the new trend in Indian journalism, which is really dumbing down the society at large. And The Hindu is the only media institution that has the heritage and credibility to raise this issue.”

When questioned about the ‘in your face’ attitude of campaign, she added, “Through the campaign, we are not lashing out at any one particular publication. Like I said, it is for many of those who are serving news equivalent to junk food. What has happened is that most people are steeped into the ‘Page 3’ culture and in this knowledge driven economy it is important that people are well versed with relevant current affairs and world events rather than just gossip.”

Sabhaney also pointed out that the answers, shown as part of the TVC, were not staged. “These are actual answers that these people have given us when we posed the questions. This is a disturbing fact. It represents a cross-section of our society,” she added.

On his experience of working on the campaign, Joono Simon, executive creative director, Ogilvy Bangalore, added, “The important thing is that it is not an invented joke to rebut the competition. It is brand Hindu’s take on populism and broadly, a point of view on us an informed society. Actually the ignorance of people astounded us. None of the answers there are prompted or aided responses.”


via The Hindu takes on “dumbing down” with new campaign on Videos – Advertising – The Work – Campaign India.

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Chennai wakes up to a new newspaper

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South Korea’s Cheil Captures Media Grand Prix at Cannes | Special: Cannes – Advertising Age

South Korea’s Cheil Captures Media Grand Prix at CannesUnanimous Decision Prompts Juror Debate as to What Role Results, Effectiveness Should Play

Cannes Lions International Festival of Creativity CEO Philip Thomas said it was a significant win. While South Korea has taken home hardware over the 58-year history of the Cannes Lions advertising awards, it has never snagged the top prize. It’s the second time an otherwise oft-overlooked market has been a winner at Cannes this year; the South Korea win follows on the heels of Romania winning two Grand Prix.

What it is: The “Homeplus Subway Virtual Store” was an idea conceived by Cheil to help the retailer get an edge over its larger rival, E-mart. Instead of trying to persuade consumers to visit the store, Cheil had the idea to bring the store to busy, hardworking people. It recreated lifelike images of store aisles in subway stations that were interactive and allowed people to shop from the store simply by taking pictures of the products with their mobile phones. Their orders were later delivered to their homes. Although engagement with the idea was only in the tens of thousands, online sales for Homeplus jumped by 130%, the client said.

Why it won: The effort captured a trend that sees the convergence of innovative media and shopper-marketing ideas, and solved a real business problem for a client.

The jury: Maria Luisa Francoli Plaza, the global CEO of Havas-owned media agency MPG, led the massive 30-member jury, which included three executives from OMD, and two each from Mindshare, Starcom and MPG.

Controversy or clear winner? “It was pretty unanimous. … When we saw this case most of us appreciated the difference and the consumer insight,” said Ms. Francoli Plaza. While there was wide agreement about which agency and campaign should be awarded the top prize, the topic of effectiveness and to what degree results should be factored into the deliberation process prompted much debate, the jurors said. (In the end, effectiveness wound up taking a backseat to creativity.) Other standouts in the category were efforts on behalf of not-for-profit. A World Wildlife Fund campaign called “Save as WWF” by Jung von Matt, Hamburg, that aims to save paper resources via a PDF that can’t be printed, took home a Gold Lion. Hakuhodo also won a Gold for an effort in the Iwate Nippo newspaper designed to help lift the spirits of those devastated by the earthquake and tsunami earlier this year.

Total Lions: In addition to the Grand Prix, the jury gave out 14 Gold Lions, 31 Silver Lions and 38 Bronze Lions.

A growing category: Media, which has been awarded since 1999, this year saw a huge jump in submissions — 34% over last year — with a total of 2,895 entries from 67 countries. “The increase from social media are bringing more cases that are suitable to be presented here,” noted Ms. Francoli Plaza, adding that the increase is also a reflection of the fact new countries are entering, and winning, in the category. All the jury members strongly felt that the category will continue to see increased entries going forward. So the key thing to watch, as one juror pointed out, will be how the festival will handle the volume, not only in this category but for all the growing categories.

via South Korea’s Cheil Captures Media Grand Prix at Cannes | Special: Cannes – Advertising Age.

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