t h e A D S W e l o v e

w e a r e n ’ t to o b i g o n t h e b ox w h e n i t ’ s n ot s h o w i n g M a d

M e n o r to P g e a r . a f t e r M o n t h s o f t w i d d l i n g t h e i r t h u M b s , a d g u y s

h av e f i n a l ly g ot t e n o f f

t h e i r P e r c h a n d P u t o u t s o M e

b a n g i n g g o o d b r e a k f i l l e r s .

h e r e ’ s t h e s to r y o f t h o s e a d s

to l d b y t h e M e n w h o c a n s e l l

a n ot h e r a P P l e

to Adam!text: shruti gattani

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What was the concept behind the Levi’s Legacy film?The concept was to capture the energy and positivity of the contemporary youth movement. We wanted to take viewers on an emotional journey into the lives of young people expressing their hopes and dreams for a better world. Through depictions of pioneering youth, the film demonstrates how the next generation is seizing the day to bring about change.That’s intriguing, but why did you choose this particular concept? Today’s youth is making choices that are different from their parent’s and the previous generations. They are embracing news mediums – like technology – to enable social change and are charting new paths inclined towards challenging the status quo and achieving personal fulfillment. Young people are stepping up to work towards progress and are challenging us all to leave the world better than we found it. And Levi’s jeans are being embraced as the uniform of common sense and optimism.The film covers large parts of Germany – from Berlin to the Baltic Sea. When were they shot and how long did it take to film the entire ad? The scenes were all shot within five consecutive days and nights last spring. It was meant to be a true inspirational journey with the talent and crew living together. We wanted the talent – who weren’t models, but rather ‘real people’ to live through the shoot experience, so that that would eventually translate to their performances.The advertisement, which is being aired in India, has no Indians or Indian locations in it… Was that done on purpose?It was important to find a city that

i n 6 0 - s e c o n d s l e v i ’ s t a l k s l o n d o n r i o t s , b u k o w s k i a n d f r e e t h i n k i n g . a n a d t h a t t h e b r i t s t h o u g h t w e r e t o o g o o d f o r t h e i r t a b l e .

the levi’s legacy

represented change and a global point of view. Berlin is a culturally diverse city that it was apt for our message. In future seasons, we plan to continue to shoot in additional influential locations around the globe to provide a view of other cultures through real experiences.What made you narrow down on The Laughing Heart by Charles Bukowski?We picked this particular piece of poetry because it delivers a message of hope and empowerment that underscores the theme of our new campaign – “Now Is Our Time” so powerfully. It reached out and grabbed us with its intimate tone and we feel it speaks powerfully to the viewer bringing the emotion and intent of the film to life. We also loved that a pioneer poet and artists like Bukowski wrote it.The advertisement closes with the term – Go Forth. Tell us what you want the viewer to interpret that as?Go Forth is a call to action and a general attitude towards life. It urges people to take action for their own future. It’s about using positive energy to make a world of your liking. What was the idea behind lauching Levi’s Legacy on Facebook before it even hit TV screens?We chose to launch it exclusively on Facebook to tap into the social network’s incredible power to reach an interconnected global community. Our Facebook partnership will reach nearly 325 million people around the world, opening up endless possibilities to facilitate change and inspire pioneers.In which countries is the advert currently airing?The integrated global Go Forth campaign has appeared across 24 countries in 19 languages and is acting as a rallying cry. Some of the countries include India, China, Japan, US, Mexico, Canada, UK,

Why did you select this particular concept?The brand Hero was going solo, so we had to come up with something that asserted Hero as an Indian company as well as the world’s largest in the two-wheeler segment. India and Hero are both growing, while India is becoming an economic power that Hero too aims for. We wanted to show that nobody can stop us and there’s a hero in everyone – Some have realised it, while others are still in the process.

t h e h e r o a d a P a r t f r o M t h e c a t c h y j i n g l e l o o k s t o b r i n g f o c u s t o h e r o e s a M o n g s tr e a l P e o P l e .

hum mein hai hero

Some are taking small steps, while others big strides. Keeping this in mind, we thought of the ‘Hum main hain hero’ line and made it an anthem.What message are you trying to convey?We Indians are second to none. There’s a hero within all of us, but we have to take initiative. Don’t give up. Overcome roadblocks to reach your destiny.How long did the shoot take?We traveled across India and shot for 11 days. We went to Manali, Rajasthan,

A n i l n A i r , C E O , l Aw &

K E n n E t h

l E n P E lt i E r , G l O b A l

C r E At i v E D i r E C t O r , l E v i ’ s

France, and Germany.Don’t you think if the ad was dubbed in Hindi it would have reached more people here?We didn’t dub it out of respect for the poem, so that it didn’t lose its artistic expression. A poem is about rhythm and a specific use of language. Translating it might have ruined its intended meaning.

“ t h e f i l M w a s s h o t w i t h i n f i v e

c o n s e c u t i v e d a y s a n d n i g h t s . w e

w a n t e d t h e t a l e n t – w h o w e r e n ’ t

M o d e l s , b u t r a t h e r ‘ r e a l P e o P l e ’ t o l i v e t h r o u g h t h e s h o o t e x P e r i e n c e , s o t h a t

t h a t w o u l d t r a n s l a t e t o t h e i r

P e r f o r M a n c e s . ”

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guitar, drums to keyboard. The music grows on you. When we narrated the concept to Mr Rahman, he loved it and wanted to create something different, so he worked hard on this one.The ad has so many characters. Are they real people or actors? The ad, which is divided in parts, has a mix of real people and actors. Many like the gymnast and her coach, the boy who sings and the sardar who climbs stairs are real people. We selected them on the spot and shot with them. The biker sequence at the end too doesn’t have actors. It was a conscious decision to portray things naturally and tell real stories.This ad has moved the entire nation. Are there more in the pipeline?Of course! This is just the first commercial and we’ve only shown 50 percent. It has other parts too, which as of now I’m not going to reveal. Wait and watch.When you watch your own ad on TV, what are your thoughts?We are extremely satisfied with it. We’ve sent out an honest message with sincerity that lacks in advertisements today. But we had stuck to it from the beginning.You must’ve received a tremendous response…Oh yes, totally! People keep calling us to say how much they love it. In fact a father called to tell us how his two-year-old reacts to it. Also, the song was used during Anna Hazare’s campaign, which is a big thing. After this, Hero MotoCorp sales have grown 20%.Talking about the ad industry, do you think it’s going through a slump?There’s a slowdown, but that’s owing to the economy. Else I, think it’s doing superb. However, today the consumer is very smart and doesn’t listen until it’s relevant.So, which other advertisements blew your mind?Definitely Airtel, and of course Idea, Vodafone and Cadbury. I feel Cadbury has always done great work and add tremendous value to our industry.

Why did you select this particular concept for Flipkart?The campaign intends to bring focus to the services offered by Flipkart. Services that specifically help quell the demons that we as a culture have against online transactions. But by featuring kids in them with adult voiceovers, do you think you are delivering that message? Our task was to build trust, hence the idea to use children cos’ only they possess the ability to trust unconditionally. But then we also had to show people in typical situations in order to provide solutions. Hence, we took the classic advertising problem-solution format of conversation. And to make it more fun we twisted things around and that’s how we decided to use adult voices and situations. All of it stemmed from the campaign idea – NO KIDDING. NO WORRIES.Speaking of the tagline – how didyou guys come up with that? It’s simply what we wanted to say - No Kidding, No Worries. That Flipkart’s not kidding about their services, so there’s nothing to worry. What are you trying

no KiDDing. no Worries.

to teach the audience with these advertisements?Well, we’re trying to draw attention to the services that are a clear solution to the worries a typical customer has about shopping online.All the ads have spunk in them. Was it the same on the sets, especially with so many kids around? The whole process was so exciting. It’s the little touches and nuances that make these films all the more special. Full credit to the director Aiyapa from FootCandles Films and the crew who worked on this project. The miniature sets were awesome, but I guess the biggest credit goes to the children. They totally nailed it.How long did it take to shoot these ads?There are four commercials in total and they took a day each to shoot. Three are already airing, while the fourth one will release during Diwali.When you’re relaxing at home with a hot cup of coffee and watch your ad on TV, what are your thoughts?An ad always works

differently on you when it springs up unannounced. When you watch it at work, that too repeatedly, it sometimes takes away the lil’ joys you put in during the creative process. When you watch it unexpectedly, you see those joys come alive. If you had to pick your favourite ad…Each commercial has its own tone of humour, but if we were to pick one, then it would be the café film where the kid says, “That’s a classic”.Do you think that it’s becoming increasingly difficult for the ad industry to survive?TV and press have become very expensive mediums, but that doesn’t mean the use of film or print ads have reduced. The digital medium has empowered many advertisers now.What do you think about the sleazy deodorant ads on TV today?We think they are distastefully done. Everyone understands sex appeal works and possibly more so in the

deodorant category, but where are the ideas? We fail to understand why everything has to be so brash. Moreover, we find it demeaning as men and as the TG.So tell us, if an amateur has a quirky punchline, can he become a creative professional like you guys? It all depends on their passion and desire to become a creative head. Advertising is not rocket science, but it requires time and commitment to watch and learn the ropes. A quirky headline will only help peek initial interest.Any other information you’d like to add?Kartik’s mother makes great sambar (Laughs).

What was the concept behind this advertisement?AA: We identified with the increasing popularity of BlackBerry among the youth and realised the need to offer a pocket-friendly plan that changed BB’s corporate image.KB: We wanted to show that BB is no longer just for the enterprise, but also for regular consumers who can now access everything on prepaid.How long did the shoot take?AA: The treatment took time and the preparation lasted 2 weeks. The actual shoot was 2 days.The ad completely changed the image of BlackBerry…AA: Yes. It made it appear more affordable yet desirable, while also making it the talk of the town.KB: It totally did. The ad was extremely popular. People loved the jingle and could visualise themselves as BlackBerry Boys.The jingle is extremely catchy. Who’s responsible for it?AA: National Creative Director Rajiv Rao and his team – Rajesh Mani & Mehul Patil from O&M wrote it and Clinton Cerejo composed the music.

The ad appeared extremely fun. Was that the vibe on sets too?AA: The cast was almost uncontrollable. Everyone had a lot of fun shooting and the energy shines through. The ad had a simple jig, but what made it fun was that so many people did the same step in their own style.When you watch your own ad on TV, what are your thoughts?AA: There’s a sense of joy and pride at having delivered a simple message endearingly. Every time I see it, my kids and I tap our fingers and it feels great when someone’s BBM status reads – “I’m a BlackBerry Boy.”So, which other advertisements blew your mind?AA: I love the Limca jingle, the warmth of Asian Paints ‘Har ghar kuch kehta hai’, the audacity of Happydent, and of course Super Zoozoo for creating an icon comparable to Rajnikanth.KB: The latest Hero ad is great. I also love the old Maggi ads for their visual appeal.

“ t h e a d h a s a M i x o f r e a l P e o P l e a n d

a c t o r s . M a n y l i k e t h e g y M n a s t a n d h e r

c o a c h , t h e b o y w h o s i n g s a n d t h e s a r d a r

w h o c l i M b s s t a i r s a r e r e a l P e o P l e .

w e s e l e c t e d t h e M o n t h e s P o t a n d s h o t

w i t h t h e M . ”

“ f u l l c r e d i t t o t h e

d i r e c t o r a n d t h e

c r e w . b u t t h e b i g g e s t c r e d i t g o e s

t o t h e c h i l d r e n .

t h e y t o t a l l y n a i l e d i t . ”

KArtiK iyEr, CEO & PrAvEEn DAs,

CCO, hAPPy CrEAtivE

sErviCEs ( inDiA) Pvt ltD

A n u r A D h A A G G A rwA l , v P,

M A r K E t i n G , v O D A f O n E E s s A r & K r i s h n A D E E P

b A r u A h , D i r E C t O r , M A r K E t i n G , r i M ,

i n D i A

t h i s t v c w o n b l a c k b e r r y h u n d r e d s a n d t h o u s a n d s o f n e w u s e r s w h o i n f a c t d i d n o t w e a r b u s i n e s s s u i t s .

blacKberryboys

Maharashtra, Karnataka and many other states.Tell us about the jingle byA.R. Rahman?The song is a symphony, not a jingle. Unlike other jingles, we composed the song first and then shot the film. Overall, the song is harmonic and has everything from a shehnai to electric

f l i P k a r t g e t sk i d s t o v o u c h f o r h o w e a s y o n l i n e s h o P P i n g i s . . . a n d t h e y ’ r e n o t k i d d i n g !

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What was the concept behind this ad?Through Facebook posts, BB and iPhone messages, and Skype chats – technology and mobile connectivity have made staying in touch with friends effortless. Friends represent lifetime relationships especially for the youth, and this campaign links them together, while highlighting how Airtel connects different friends.

b y i n c l u d i n g v a r i e d t y P e s o f f r i e n d s i n t h e i r l a t e s t t v c , a i r t e l i s a s k i n g c o n s u M e r st o r e l a t e w i t h t h e i r n e w y o u t h f u l i M a g e .

THe ADS We LoVe

BAnneD ADS

The Happydent commercial has been airing since 2006 but till date is considered one of the best ads on TV. Unlike other run-of-the-mill TVCs, creative director Prasoon Joshi presented a stunning concept with great music. The jingle, sung by Kailash Kher, Pranav Biswas and Shantanu Moitra lingers in your mind for hours and hours. We at FHM, can never get tired of watching this ad!

The rickety bus ride shown by Fevicol was the ultimate way to tell that ‘Fevicol is the best adhesive’. No garish music, no witty dialogues or over-the-top set up, made it even more likable. It was simple and showed an original situation, which was truly engaging. Ogilvy & Mather created the ad.

Cadbury has always been known for its awesome TVCs but this one in particular is a classic, which is still talked about. Scenes where the girl is shown praying and dancing on the cricket field are so likeable and instantly get a smile on your face.

fevicol

happyDent

caDbury

The Tuff shoes print ad that released in 1995 saw Milind Soman and Madhu Sapre posing nude wearing only the shoes. With just a python separating their bare bodies, it fell into trouble with the moral police and Shiv Sena. The ad was later banned.

In keeping with the larger trend to overreact, the Flying Machine ad was branded un-Indian and criticised since ass featured in the ad didn’t look desi. Too nice to be Indian eh?

tuff shoes

M O h i t b E O t r A , h E A D , b r A n D & M E D i A , b h A r t i

A i r t E l

har frienD Zaroorihai, yaar

What message are you trying to convey?Last November, we unveiled a dynamic youthful identity with “dil jo chahey, paas laye”. Now HFZ has successfully reaffirmed how Airtel is the choice for the best network, services etc.The ad is youth centric, aren’t you worried about losing family focus?We believe in engaging our TA through campaigns that reflect our vision of enriching lives. This campaign’s an extension of that and has been created with a sense of youthism, which is integral to the brand.Tell us about the new short ads (based on HFZ) released recently?We’re launching innovative products through these ‘shorties’. ‘Kanjoos Friend’ is a light-hearted take on a relatable situation introducing night calling packages, while ‘F1 Friend’ is a humourous story of friends longing to watch F1 and introduces ‘The A Ticket’ promising a great Airtel F1 Indian Grand Prix experience.

100 October 2011 fhmindia.comfhmindia • fhmindia