Title | ELEPHANT |
Brand | ITALCEMENTI GROUP |
Product / Service | ZUARI CEMENT |
Category | A03. Home Furnishing, Appliances, Maintenance & Household Products |
Entrant | R K SWAMY BBDO New Delhi, INDIA |
Entrant Company: | R K SWAMY BBDO New Delhi, INDIA |
Advertising Agency: | R K SWAMY BBDO New Delhi, INDIA |
Production Company: | NIRVANA FILMS Bangalore, INDIA |
Name | Position |
---|---|
Rudra Sen | Creative Director |
Sandeep Pai | Copywriter |
Amrita Chugh | Agency Producer |
Amrita Chugh | Account Supervisor |
Manjeet Bawa | Producer |
Adarsh Gupta | Director |
Digital Magic/Bangkok | Post Production |
Pavan Iyengar | Account Manager |
How do you take a generic benefit and make it a compelling differentiator? How do you get people to make a brand choice in a category dominated by ‘industry experts’ like contractors, masons and architects? Combine them with the task of generating top-of-mind awareness for a brand that hasn’t been advertised in a while, and you have a tremendous, exciting challenge ahead of you…. So what did we at R K SWAMY BBDO/ Bangalore do? We decided to make an elephant fly! Literally. The question on everyone’s mind was- could the elephant stand for anything else other than the brute strength so effectively utilized in the first commercial almost a decade ago? Could we give it a totally fresh spin by bringing out the inner- strength of our hero that went beyond his physical strength? In other words, could we go beyond the obvious to create a new kind of hero – a true champion in every sense? Thus was born ‘Asli taaqat ka Champion!’ An elephant that could perform ballet in mid-air, do flips and somersaults, and execute the perfect ‘four point landing’! All this on a trampoline across four pillars made from Zuari Cement. The ultimate test of strength. Undertaken by a majestic, talented acrobatic elephant.