Newly appointed brand ambassador Salman Khan has been featured in Rotomac Pens’ latest TVC. Triton Communications has created the advertisement.
Watch the TVC (Story continues below)
The TVC titled, “Haath Uthao”, opens with a shot of the youth revolting against the poor management of the government on the result and job fronts. The revolt then changes to a violent protest when the rapid action force is shown to intervene to halt the revolt. That’s when Salman Khan enters the protest. He’s shown lifting his right arm in an aggressive manner, but instead of getting aggressive he pulls out a pen from his pocket and says “Haath Uthao, magar likhne ke liye”. He then proceeds to sign the ‘write to information act’ and urges the youth to follow that.
Commenting on the thought behind the campaign, Renton D’Sousa, national strategy and creative director, Triton Communications, said, “There is a new wave and it is here to stay. It is also bound to change the future of this country. Today’s youth are not ready to accept the system as it is. They are not ready to compromise easily and they demand an explanation. They believe that as responsible, concerned citizens they have a right to know what’s going on in the society that they live in. They are determined to write a new future of India.”
On the idea behind the campaign, he said, “The idea stemmed from here. This act has been a path breaking one in bringing some transparency to the system and changing lives. The whole concept of ‘WRITING for change’ (Right to Information) vis-a vis ‘fighting for change’ is about empowering people. This portrays a ‘pen’ as an important instrument of change and Rotomac as a harbinger of that social change.”
Speaking of the campaign, Rahul Kothari, president, Rotomac Global said, “I am very happy with how the campaign has unfolded. It pegs us at a different level. Rotomac shows that a pen is just not an instrument for writing, it’s an instrument for standing up for your rights which is captured in the new campaign very well.”
On the choice of brand ambassador, Kothari, added, “Salman Khan appeals to every single pen user, from a college boy to a senior executive who use our pens and his presence take this campaign to another level.
Client: Rotomac Global
Agency: Triton Communications
National strategy and creative director: Renton D’Sousa
Executive director ( Mumbai/ Pune): Pankaj Arora
Creative team: Atul Purohit and Vinayak Pattar
Client servicing: Virendra Saini (senior vice president)
Production house: Milestone Films
Director: Renton D'Sousa