JWT has launched a new campaign for ITC Sunfeast's marathon Sunfeast World 10K Run, an event that's slated to be held on 23 May in Bangalore.
Some of the agency's clients such as ITC Hotels, Nike, Kingfisher, Times of India amongst others are associated with this event. The agency has created a TVC which positions the marathon as 'The Great Indian Festival of Running'.
"The TVC basically drives home the fact that the world needs no spectators, especially not for Sunfeast World 10K," says Senthil Kumar, VP and executive creative director, JWT. "During every marathon, a lot of people simply stand along the sidelines, watch and cheer. This campaign tries to change that. It urges them to run. So the idea is not specific to the Bangalore marathon alone, it works universally."
Kumar added, "The snake boat roace in Kerala actually exemplifies one of the best visual spectacles in the country which witnesses the presence of thousands of spectators. For a change they're running and not just watching."
WATCH TVC below
Elaborating further, Kumar said, "Great Indian sports have always shared the stage with great Indian festivals. Rural India is ripe with many such sporting festivals, be it Pongal and the festival of bull-fighting, Ugadi and the festival of cart racing, Onam and the festival of snake boat racing, Baisakhi and the festival of mud-wrestling. Millions of spectators flock to these sporting festivals and cheer. But with the Great Indian Festival of Running, Sunfeast is asking viewers to stop being a frozen viewer and become the runner. Also with Nike being the running partner for the event, it goes with their philosophy of 'Everybody is an athlete'."
The TVC has been directed by Manoj Pillai of Thinkpot Films. The film was shot in a period of three days in Kerala.
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