Law & Kenneth has rolled out Hungama.com's debut television campaign. The campaign consists of three TVCs, one 45 second long TVC and two smaller 30 second adaptions.
In the TVC, actor Vijay Raaz compares his entertainment company Taalimar entertainment with the entertainment provided on Hungama.com. His mute sidekick meanwhile, secretly seems to be a Hungama.com fan and shows glimpses of the entertainment provided by the website. The TVC ends with a voiceover that says "Boss for everything in music and movies, on your mobile and PC is on Hungama.com" before Raaz disagrees with it saying, for entertainment only Taalimar Entertainment.
WATCH TVC now:
Commenting on the new campaign, Neeraja Kale, branch head, Mumbai, Law & Kenneth said, “We wanted to establish Hungama.com as THE destination for entertainment. Needless to say it had to be done in an entertaining manner hence the quirky, disruptive approach taken for communication.”
On the TVC, Charles Victor, national creative director, Law & Kenneth said, “It’s a little boring to listen to entertainment brands thumping their own chest, telling you how excitingly unique they are and trying to compel you to tune/log in. We decided to take a stand and tell people not to log on to Hungama.com by creating this character who represent Taalimaar Entertainment – the No.1 entertainment company (according to him!). Backed by a brave client, we also collectively agreed that our communication needs to be as entertaining as the business we are in.”
Commenting on the need for a TVC for the website, Punyashlok Bhakta, business and marketing head, Hungama consumer business said, “This is the first time Hungama.com as a brand has advertised in mass media. We therefore needed a TVC that would not only break the clutter, but also become memorable in the minds of the consumer. Law & Kenneth took this idea to another level and created a TVC that’s not only bang on in terms of the brand message but also leaves you thoroughly entertained with the protagonist Taalimaar and his sidekick Jaan. After all being an entertainment brand we’d better be entertaining ourselves.
The production house for the film is Old School Films and Piyush Raghani has directed the film. A digital media campaign has also been created by Hungama.com on its Facebook pages www.facebook.com/hungamacom and www.facebook.com/taalimaar.
Agency: Law & Kenneth
National creative director: Charles Victor
Creative supervisor: Rishabh Dave
Copywriter: Abhishek Shrivastava
Servicing Team:Senior vice president and branch head: Neeraja Kale
Associate vice president: Debarjyo Nandi
Senior brand services executive: Sneha Shah
Films: Umesh H. Patel