Anecdotes, and Work Samples
Mountain Dew
When written and conceptualised, this was meant to be a very different, and the most intensive Dew film, ever.
Not your regular jumping from somewhere Dew films that happen to hit your TV screens every now and then. This film dove deep into what constitutes 'fear'.
In the original script, there was no 'product window' in the middle of the film...the protagonist did not pick up a Dew bottle to get rid of his fears.
You don't carry a Dew bottle wherever you go, do you?!
However, like it happens many a time, in the hallowed Pepsico client conference room, the marketing folks turned creative, and the film turned out to be what you see here!
Polio (UNICEF)
One of Big B's most iconic campaigns, ever.
More than just a campaign, this was a movement that, led by the man himself, helped eradicate polio in the country.
This particular film was shot by Dibakar Banerjee.
Mrs Teji Bacchhan, Amitabh's mother, was in the hospital, seriously ill.
AB had given a time band of 2 pm to 6 pm for the shoot, and we were all ready, with the cameras in place, and the supporting cast in positions, waiting with bated breath.
He was supposed to arrive straight from the hospital.
At 1.40 pm we received a call from his assistant. For a moment our hearts sank, collectively, for obvious reasons. But we were dumbstruck when the assistant informed that Amit ji was held up with his mother in the hospital, and would be arriving late...by 20 minutes!
The biggest star this country has seen, he didn't have to make that call.
But then, that' the legend of Amitabh Bacchhan.
Hero Passion Pro (Hero Motocorp)
This was one of our most ambitious, and one of the most entertaining scripts, ever.
Unlike Hero Motors (or, possibly, any other big brand) had ever done or seen.
Like a feature film, the plot had sub-plots, meant to misdirect the audience and take them on a roller-coaster of a storytelling trip.
Storytellers...that's what we are, aren't we?!
The original script had 5 teasers around which the campaign was built, to be run over a period of 2 months, culminating in the launch film.
National contests were built around the teasers, and the launch film, to engage the audience like never seen before.
However, conforming to the great David Ogilvy's proclamation that 'committees never created anything', a bunch of marketing friends in the Hero Motocorp (then Hero Honda) conference room, took 'charge' of the campaign, and what we finally shot was a 40 seconds film that you see here.
SBI Railway Card
A happy, young couple is travelling in a train.
So is a family, led by Bablu's chachi.
At the end of 30 seconds, the happy couple's relationship almost turns sour, owing to the garrulous chachi.
We had a whale of a time shooting this film.
Dibakar Banerjee, the director of the film, hired a train at the outskirts of Mumbai, where a stretch of tracks for a couple of kilometres was blocked for a day, and the train kept moving back-and-forth while we shot inside.
The film had a sequel, too.
Bharat Nirman, 2012-14 (Ministry of I&B)
This was one of the largest govt campaigns, ever. A campaign that ran for more than a year.
With over 20 films shot in 3 languages (Hindi, Tamil, Malayalam), simultaneously. Each film then dubbed in all major languages, with numerous edits for each.
Followed with print and outdoor all over the country.
The story of how the pitch for this campaign was won is quite interesting.
One fine day, 8 odd top agencies had been invited for the pitch at the Ministry office in Shastri Bhawan.
This was meant to be the culmination of a fortnight's hard work for Rajiv (then creative head at Percept), and his creative team.
They were placed last in the presentation queue, at around 18:00 hrs.
An hour's time was allotted to each agency.
When their turn came, the Minister herself came out of the room, and, to the dismay of the team (MD included), said that she had to leave in 10 minutes for an important meeting at the PMO.
Apologising profusely, she turned and left for her room.
Everybody stood there dumbstruck, not knowing how to respond.
Then, suddenly, Rajiv ran behind her, shouting: 'Maam!'
She paused, and turned.
Rajiv looked at her, and said, firmly and politely: 'Can you give me 5 minutes?'
She looked at him, intrigued, and said: 'Yes, of course...but how will that help?'
Rajiv smiled, and replied: 'I don't know...but I want to narrate a story to you. Just like I narrate stories to my little girl.'
The Minister smiled, and said: 'Come in.'
In he went, following the Minister, the office team quietly and quickly following him.
There were at least 20 people in the large conference room, preparing to leave.
As the Minister took her seat, Rajiv narrated a story to her.
Just like he would narrate stories to his daughter, or just like our grandmas would narrate stories to us. Sans any laptop or any other equipment, or even a printout.
Loud enough so that his voice could travel across the room.
It took him barely 3 minutes, at the end of which he told the minister that he had 10 such stories. And, if, or whenever she had the time, he would be glad to come over again to take her through them.
He left, the team following him.
They hadn't even reached the office when Rajiv received a call on his mobile from the Minister's secretary, saying the Minister wanted to see him again next week.
Rest, as the cliche goes, is history.
Arise Smart TV Launch
An unknown brand in the white goods space.
So what do we do?
A quirky idea, which almost pokes a middle finger at the complicated strategic planners.
Irffan does what he does best; cut the riff-raff, and come to the point.
There's a sequel, too.
The 20 seconds standalone film that you see here was never part of the original campaign. It was thought of at the shoot itself.
The passionate Dada ( Pradeep Sarkar, the director), and the ever gracious Irffan immediately agreed to shoot it.
Red Ribbon Express
This remains the world's largest mass-mobilisation awareness programme against AIDS, ever.
In collaboration with National Aids Control Organisation (NACO), Govt of India, and World Bank.
We ran a customised, especially designed train across the length and the breadth of the country, for a whole year!
Covering 180 stations, 27000 kilometres, 50000 villages, and reaching 30 mn people.
A train where the panels were interactive, and the language artworks would change at every new state.
Watch the film to understand the magnitude of it.
This is not a tvc...this was the film that was made to make the jury understand the magnitude, and the degree of success, of this unique project.
Radio
Radio as a medium has been our favourite; even more so than films. The ability to communicate well through audio alone requires special talent. We take pride in having done some memorable campaigns, especially when we brought humour alive.
Reason why radio finds a special place here, like it does deep within our hearts.
Unfortunately, in this age of social media, radio has taken a back seat, which is quite unfortunate.
Because radio remains one of the most underutilised mediums of communication, though of the most effective and offers most value.