Brand: Orient Gold – 53 Grade Cement
Given that few product categories are as dry as cement, can Orient Gold find an engaging way to connect with consumers?
Key points that led us to the answer:
So, gold shall be our magic bullet, for driving brand engagement.
We tied up the story to the sentimental aspect of gold, as a wedding, and home building take place, parallelly. The two most significant events in a man’s life.
This quickie production got us much appreciation, awards, and more work from the client.
Client: SEW Infrastructure Limited
SEW was about to roll out its new logo that came from the famous design firm, Chermayeff & Geismar, just as we began work on the corporate video.
It became imperative that the video attaches meaning and strategy to the abstract logo, facilitates interpretation and communicates the larger brand.
The next-gen at SEW, and their aspirations for the company are driving its vision. It is fast accessing new areas and formats of business.
SEW’s work culture has evolved over 50 years of successful operations. But then, new structure, standards and training are getting infused into it.
In response to the last question, we repeatedly came across an opinion, remark, or mention: “execution capabilities”.
In an industry notorious for never-ending projects and inordinate delays, and despite bizarre reasons and complications, maintaining a respectable track record for completion and timely delivery, is a huge distinction.
We see the three elements that draw up brand SEW- vision, culture and image, interwoven with the narrative all through.
Project: Safety Induction Video for Construction Workers
Client: SEW Infrastructure Ltd
Construction workers are very difficult to train. They are plainly bored by the instructional tone of safety training videos.
Figuring out how to neutralize their recalcitrance became the main problem here.
So, we came up with a lively animated character named Ganesha, as a special mascot for the safety awareness program. He would introduce and remind workmen of the precautions needed at construction sites.
Ganesha is also a popular deity, invoked at the start of an activity. He is believed to fend off troubles and accidents.
A step in the right direction?
The first show of the video turned out to be quite a hit with the key audience. Ganesha was well liked for appearing as a workmate, and was even heard out till the end.
Moreover, the positive impact of Ganesha has raised hopes of the workplace managers. They began making plans for extending his appeal to other media as well.
Here’s a 30 second preview, compiled with Ganesha’s entertaining interludes from, the original 20 minute long safety induction video.
Link to the Full video
Language: Telugu & Hindi
Client: Vijai Electricals Ltd
A sports channel and its audience, was a given. How to fit into it, the story of a company manufacturing electrical transformers, was the problem.
As the main sponsors of World Billiards Championship, Vijai Electricals Limited landed free commercial time, on international sports television. It was really an unintended outing for the company, quietly doing their business.
R & D (Finding Relevance and Difference):
We would anyway have the company name being repeated, as sponsors, all through the telecast. The question ‘Who is Vijai Electricals?’ would already pop up on viewers’ minds. That shall be our opening break.
There is another company, by the same name ‘Vijay Electricals,’ which happens to be more familiar to public, through their home appliances. This offers us a chance to drive home an emphatic distinction, between the two companies connected for the name’s sake. We’ll be aiming at it for, a kiss-shot.
The impressive numbers, discovered from sales records, shall help us wrap up the game.
The whole story unfolds, as pool & billiard balls take part in an animated conversation.
The idea finally came together the way it did, only because of the unusual context in which it was conceived. Getting there was, like cracking a clueless puzzle, the most exciting part of this project.
Client: Plan International
Agency: R K Swamy BBDO
It was one of those short fuse jobs, with no leeway for goof ups. We had exactly 7 days’ time to deliver, from the day we received the script. There were two versions, film and TV, needed in three languages.
Location scouting, casting, crewing, translating, storyboarding… took up three days. We had just a day for the shoot, even shortened by a brief rain interruption. But we were able to complete, and start out post work the same night. Phew! The week passed off like a blur.
Despite the rush, challenges, and trade-offs in the run up, we were able to achieve the overall authentic feel. That was significant for us, in terms of execution capability.
Language: Telugu, Tamil & Oriya
Client: Zuari Cement
Agency: R K Swamy BBDO
We remember this VFX laden commercial, for all the fun had while making it.
This was entirely shot in front of a green screen. Walls, floor, everything was either painted, or covered in a certain shade of green. Everyone was careful not to make any stains, or marks over the green. Made sure that lighting was absolutely even, for the computer to get a good key.
Wire harnesses were used for the flying shots, while stuntmen pulled the strings.
Backgrounds and effects were added in compositing.
We dealt with the supernatural idea in a slightly entertaining way.
The evil acts were meant to remind you of natural calamities like, earth quakes, landslides, etc.
Brand: Heritage Pure Ghee
Every brand of ghee claims the gold standard for purity. ‘Pure’ in fact is customarily used in the market as a prefix for ghee.
Another common factor of ghee is its ‘traditional’ identification. Ghee advertising abounds in desi images of festivals, colourful community gatherings, large families dining together, etc. Every brand as a rule pitches on the traditional appeal.
Pure in any case is equated with being traditional, thus turning these two attributes into the category cliché.
Problem: What do we do now?
Solution: “It’s not what you say, it’s how you say it”?
So we composed a jingle that is cheery catchy perky friendly pleasing pleasant and upbeat.
Shot traditional, simple typical visuals, offering cues to taste, aroma, and health.
Aimed at consumers rediscovering the value of their traditions.
Language: Tamil & Telugu