Title | TAXI |
Brand | SONY |
Product / Service | SAB |
Category | A01. Direction |
Entrant | BOOT POLISSH FILMS Mumbai, INDIA |
Idea Creation | CONTRACT ADVERTISING INDIA Mumbai, INDIA |
Production | BOOT POLISSH FILMS Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Sana Ahmad | Boot Polissh Films | Director |
Beeswaranjan Pradhan | Boot Polissh Films | Director |
Kanwalpreet Kaur | Boot Polissh Films | Producer |
Ashit Ghelani | Boot Polissh Films | Founder |
Sagar Mahabaleshwarkar | Contract Advertising | National Creative Director |
Varun Popli | Contract Advertsing | Creative Director |
We see a young executive on the phone arguing with his boss. He halts a cab and its evident that he is in a bad mood. The taxi hits a pot hole and the executive, extremely rudely, yells at the cabbie if he has any driving sense at all? Soon after, he gets a call from his brother informing him that he has become an uncle. Our man is super excited and you can see that his mood has completely transformed from grumpy to happy. He realises that his rudeness to the cabbie was unwarranted and apologises to him and enquires that he must meet a lot of rude passengers all the time, to which the cabbie replies yes but rarely do people apologise like he just did. The main crux of the film is as happiness increases so does the humanity in the world.
The beauty of all the campaign was that all the situations were very relatable and real. Especially this one as it had actually happened with one of the directors so they understood what the characters were thinking and feeling throughout the film. It was easy to add small details to their personalities. They kept the performances extremely real, progressive and not scripted. They went with the fumble in the lines because the anger felt more real. The film leaves you with a smile in the end