Said Rajiv Rao, NCD, O&M, "We wanted to do something fun for this product. We had to show people leaving a busy message on their phones, but wanted to do it differently."
Watch the new TVC here:
A man is in a bathtub, while he sings 'I'm taking a shower'. Similarly, a woman riding a bike in traffic sings, 'I'm riding in traffic'! The TVC then goes through some more slice-of-life situations where people are announcing what they're exactly doing, by singing it out.
Rao says, "Although we could have simply portrayed a bunch of people setting their busy messages as normally anyone would, it would have been boring to do so. Most people these days set caller tunes for their callers. Hence, we decided to take this insight forward and make the everyone in the commercial sing out whatever it is, that they're doing."
Rao says, that the challenge was to come up with a track for the commercial. "It was difficult to come up with a background score that was lovely and melodious and pair it with lyrics that mundane and silly." Rao says, that they had to achieve this without coming across as bizarre. "We also brought in many singers to sing the track."
The creative team includes Rajiv Rao, Rajesh Mani and Mehul Patil. Prakash Varma of Nirvana Films has directed the TVC.
The media mix for the campaign includes TV and outdoor.