JWT crafts king-size campaign for ToI Chennai

The Times of India Chennai has come up with a new campaign to celebrate the 369th Birthday of the 'Cinema City'. The campaign has been conceptualised by JWT.  

The film features a tamil soundtrack Nakka Mukka by music director Vijay Anthony. It is a short satire on the life of a giant cardboard cut-out character, through the course of one day in Chennai.  Says Senthil Kumar, executive creative director, JWT, "A roller coaster of a journey through the ups and downs of cinema and politics, that captures the two sides of almost every actor in the 'cinema cut-out capital of the world': Chennai."

The brief was to represent the insights of life in the city and the essence of its characters and their interesting dualities without shying away from the truth. "The film captures all the nuances of life in this cinema city from the rising stars to the street dancing and throbbing fan following, to milk baths and flower showers, to temples and truckloads of fan clubs, to the interval when reel life switches smoothly to real life with processions and rice party rallies, to the fall of the party hopper, to rebirth as the evil goon Ravana, only to be destroyed by his owns fans who now burn effigies and shower cow dung on the same hero, until the end where the ex-president of the Rice party is guarding the rice fields without face, with only crows for a fan following: cinema hero to political zero. A day in the Life of Chennai," adds Kumar.

The creative team includes Senthil Kumar, Karthik Sekhar and Jeff Emmanuel. The film has been directed by Shashank Chaturvedi of Good Morning Films. The media mix involves cinema, television, Internet, mobile and print.