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.”

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.


BBC Olympic Torch Relay | The Inspiration Room

The BBC has launched its Olympic Torch Relay campaign with an animated film highlighting the design of the torch itself and the 8000 holes in the design that represent the 8000 torch bearers. The trail opens on the DNA of the Olympic Flame and then pulls out to reveal the beautiful golden Olympic Torch, created in graphical dots. These dots begin to make up forms and characters. We see animated runners holding the torch and people coming together in celebration. As it reaches the end of the trail it pulls out to reveal celebrations taking place across the United Kingdom.

via BBC Olympic Torch Relay | The Inspiration Room.


Y&R Buenos Aires Secretly Films Olympic Spot on Falkland Islands – Ad Age

For Argentina, having the Olympics take place in London this year is a matter of national pride — and not just in a sports context.

The Falkland Islands, which are officially a British overseas territory but have been claimed by the Argentine government for years, are the setting for a controversial new spot by Y&R Buenos Aires.

The WPP-owned agency and the Argentine president’s office sent Fernando Zylberberg, an Argentine athlete, to train on the Islands for a week without anyone noticing and filmed everything to create the commercial. The ad ends with the tagline: “To compete on English ground, we train on Argentine ground.”

The stunt has generated plenty of controversy, with WPP chief Sir Martin Sorrell saying he was “appalled and embarrassed” by the work. In a statement, Y&R said it strongly condemns the work that its Argentine agency has done, and has asked the government there to pull the spot. “While we don’t believe it was ever the intention of the ad’s creators to desecrate a war memorial, they behaved in a manner that is unacceptable to our company,” the statement said.

For more on this work, visit

via Y&R Buenos Aires Secretly Films Olympic Spot on Falkland Islands | Creativity Pick of the Day – Advertising Age.


Airtel introduces ‘Airtel Money’ on Videos – Advertising – The Work – Campaign India

Airtel has launched a new service called ‘Airtel Money’ that allows subscribers to send and receive money from their mobile phone. The ad campaign, created by JWT India, to announce the service broke on 1 March 2012.

According to an Airtel spokesperson, “The campaign is built on the insight that money sent or received on time is what makes it precious. This thought is captured in the tag line ‘Baat sirf paison ki nahin hai’. There will be a launch TVC to establish this thought and it will be followed by a series of TVCs which showcase how Airtel money can be used in different situations, transcending limitations of time, money and location.”

The TVC features youngsters in different situations who benefit from the service, not just because of the convenience of “instant money”, but also because of the happiness and satisfaction of their desire being fulfilled – such as for booking tickets for a rock show at the last minute, sending the first salary back home to the parents, receiving money from the parents for an impulse buy. The ad ends with the line, “Baat sirf paison ki nahin hai”(roughly translating to “It’s about more than the money”).


Client: Airtel

Agency: JWT India

Creative team: Swati Bhattacharya, Sachin Das Burma

Servicing team: Nutan Sooda, Arunima Yadav

Planning: Atika Malik, Sumeer Mathur

Production house: Electric Dreams Film Company

Director: Oni Sen

via Airtel introduces 'Airtel Money' on Videos – Advertising – The Work – Campaign India.


Jaguar unveils global ‘alive’ strategy – Brand Republic News

Jaguar has kicked off a global marketing campaign to relaunch itself as a brand that makes drivers feel “alive”.

The campaign, by agency Spark44, part-owned by Jaguar Land Rover, introduces the luxury marque’s “alive” brand positioning, which targets “contemporary and open-minded, sophisticated and daring” consumers.

The campaign’s “machines” TV ad has already rolled out in a number of markets. It explains the development of technology and has a voiceover that warns of machines that want to “replace” people.

It then claims “there is one machine which makes us greater…which is alive as we are”, before cutting to a shot of a Jaguar.

The ad ends with the brand’s new strapline, “How alive are you?”.

The brand-led TV ad is supported by product-led print and online activity. The campaign is set to roll out in the UK next month, with more local tactical activity.

It marks the biggest change to Jaguar’s marketing since its acquisition by Tata Motors for $2.3bn in 2008.

Global communications director Ian Armstrong, who joined this year from Honda, said the campaign aimed to awaken “a sleeping giant”.

He said: “Everyone is aware of Jaguar, but [this campaign will] attract some of that excitement and get away from a more mechanical approach.

“The TV spot focuses on that visceral moment when you press the ignition and the engine roars. We need to articulate what it is the brand stands for.”

A new visual identity for Jaguar will also be unveiled at the Geneva Motor Show next month.

This article was first published on

via Jaguar unveils global ‘alive’ strategy – Brand Republic News.


Pepsi launches its first mega campaign on football in India, featuring Ranbir Kapoor

After celebrating the new, unorthodox and immensely popular face of modern cricket with its path-breaking campaign, Change The Game; Pepsi has announced its association with another popular sport football in India. Known for its commitment to youth passions like cricket, movies and music, Pepsi is launching its first football campaign in the country.

The campaign kick-starts with a football themed ad film featuring youth icon and avid footballer, Ranbir Kapoor and will be followed by a series of initiatives over the year. Irreverent and youthful, the film brings alive the fun associated with football in true Pepsi style. The campaign will be supported by a 360-degree approach including outdoor, consumer engagement and social media programmes.

Deepika Warrier, executive director – marketing at PepsiCo Beverages, India said, “Pepsi has always taken the lead in celebrating newer and emerging youth platforms; from cricket to movies to music, the brand has successfully created memorable campaigns and experiences for Youngistaan. Football is gaining immense popularity in India and being a true youth soul-mate, Pepsi is proud to be associated with the sport”.

“With an exciting line-up of cricketing events including IPL, ICC World Twenty20 and a host of thrilling football initiatives, Pepsi promises an action-filled, fun year ahead”, she added.

The TVC brings alive Pepsi’s youthful irreverence, where a young football enthusiast gives a fittingly cheeky reply to Ranbir, who questions his passion for football. The TVC ends with a delightful take of Ranbir displaying his football skills, with hilarious results.

Speaking about the campaign, Ranbir Kapoor said, “Football is life for me and if not an actor I would have loved to be a footballer. It teaches one team work, determination and discipline apart from being such an exciting sport. I am thrilled that Pepsi is bringing the joy of football to India and am delighted to be a part of this campaign.”

Homi Battiwalla, Category Director – Colas, Hydration & Mango Based Beverages, PepsiCo India said, “Our new Pepsi Football campaign takes forward the philosophy of Change the Game with a refreshing twist. The campaign promises to excite and engage not only the existing passionate football fans but the entire nation”.

“Pepsi is all about youth and their passions, which is reflected in the choice of football as a platform to engage with our TG. The new campaign retains the original irreverent and fun Pepsi style along with the new football energy and excitement”, added, Saurabh Saksena, Executive Business Director – JWT India.

For more fun and excitement, log on to Facebook – or follow @PepsiCTG on Twitter.

via afaqs! > News > Company Briefs > Pepsi launches its first mega campaign on football in India, featuring Ranbir Kapoor.


New Fevicol commercial


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.


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.


Chevy Happy Grad | The Inspiration Room

Chevrolet is running “Happy Grad”, the winner of the Route66 competition, during the Super Bowl XLVI. Directed by New York director Zach Borst, the commercial features a high school grad who mistakenly thinks his parents have given him a yellow Camaro, only to have the neighbour, the car’s actual owner, drive away in it. The ad was submitted to the contest at Borst also receives $25,000 from the General Motors brand for the ad, which he filmed on location in Floral Park, N.Y., in just four hours.

During the Chevy Route 66 contest, filmmakers from 32 countries submitted 400 scripts and 198 films for consideration. “We asked filmmakers to depict life’s journey and how Chevrolet is there along the way,” Joel Ewanick, GM’s global chief marketing officer, said in a statement. “When I saw Zach’s spot, I had to laugh because the situation is something many families can relate to—expectation and reality.”


The Route 66 campaign was Goodby Silverstein & Partners.

Filming was shot by director Zachary Borst at Goat Farm Films, with director of photography Michael Ilkiw

via Chevy Happy Grad | The Inspiration Room.


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.