|Title||TELL ME A STORY|
|Product / Service||STORYTEL AUDIOBOOKS|
|Category||B01. Publications & Brand Collateral|
|Entrant||McCANN INDIA Mumbai, INDIA|
|Idea Creation||McCANN INDIA Mumbai, INDIA|
|Production||McCANN INDIA Mumbai, INDIA|
|Prasoon Joshi||McCann Worldgroup, India, Mumbai||CCO|
|Prateek Bharadwaj||McCann Worldgroup, India, Mumbai||NCD|
|Abhinav Tripathi||McCann Worldgroup, India, Mumbai||ECD|
|Pranav Bhide||McCann Worldgroup, India, Mumbai||Creative Director/Art Director/Writer|
|Shazaad Arjani||McCann Worldgroup, India, Mumbai||Creative Director/Writer|
|Amol Jadhav||McCann Worldgroup, India, Mumbai||Photographer|
|Pranav Bhide||McCann Worldgroup, India, Mumbai||Retoucher|
|Amar Malshiraskar||McCann Worldgroup, India, Mumbai||Retoucher|
|Nitin Sawant||McCann Worldgroup, India, Mumbai||Finisher|
|Nagesh Mithbowkar||McCann Worldgroup, India, Mumbai||Finisher|
Our idea highlights the plight of a child who hears a story, but doesn’t quite imagine it the way it should be. Often, the line between the narrator and the characters blurs itself. We used characters from popular children’s stories, which are quite distinct and memorable in their own way, becoming clones of the narrator. This would obviously paint a distorted version of the story in the child’s mind.
We chose to depict scenes from famous fairytales through photography, replicating the costume and surrounding elements to depict a medieval time and the narrator being cloned as every character. Coming from the world of classic children’s stories, we decided to be as authentic as possible to the medieval time in the child's imagination. Each costume and prop used is true to the era with a hint of charm and magic. It's differentiated from the real world where the child and the parent are depicted in their modern-day clothes.
Within a week of the campaign releasing, Storytel witnessed a 32% increase in downloads on the App Store and Play Store. After the initial free trial period of 30 days, 7 out of every 10 users, who signed up, opted for a yearly paid subscription.