Speaking about the brief given by the client, Priti Nair, managing partner, BBH India tells Campaign India, "This campaign speaks about Rediff.com's new interface and positions it as a portal that is very specific to a user's needs".
Elaborating further Nair added, "Internet users like accessing sites that offer them something specific. They enjoy portals that are uncluttered and offer them just what they want. We decided to take this insight further."
Watch the TVC here:
The commercial begins with a man in his bathtub, complete with a rubber duck for company. Suddenly, he notices that the duck is singing. He gingerly takes it out of the bathroom and aims to capture it on film, when he notices that the newspaper has turned into a paper dog, while his handycam too has started singing. Soon, his mail comes flying in through the window. The TVC reiterates the brand's positioning of 'Just your stuff', which claims that however different, impossible and wacky its visitors' needs may be, Rediff.com has something for everyone.
Nair said that Rediff.com's TG is the youth, who are in a completely different zone and open to quirky, wacky ideas. They are on the Internet for huge amounts of time. "Ideas like a singing rubber duck or a paper dog appeal to them," says Nair.
"We aim to differentiate Rediff.com with this campaign, by giving the website a distinct personality. The site already has a clean interface and delivers, as a product. We aim to arouse curiousity among visitors with our campaign and drive them to the website."
The media mix for the campaign includes TV and digital. The team from BBH that has worked on the campaign includes Priti Nair, Subhash Kamath, Partha Sinha, Paul Ward, Arvind Krishnan, Toby and Jim. The film has been directed by a team of directors from Partizan Films. Stopblock Animation has created the animation for the TVC.