The National Geographic Channel (India) has released its first TV commercial on their newly adopted 'Live Curious' positioning.
The TVC, titled 'Snake-charmer' has been created by Taproot India, the channel's creative agency and executed by Code Red Films.
View TVC here
Speaking to Campaign India, Rajesh Sheshadri, senior VP-content and communication, National Geographic Channel (India) said, "Globally, the National Geographic network has now adopted the baseline of 'Live Curious' (earlier it was 'Think Again') which perfectly simplifies what the channel is all about. The NGC brand is for explorers who go out and do work in the real world. All of it starts at a basic level from being naturally curious about the world around you. The campaign essentially uses local insights to drive home that philosophy."
Agnello Dias, co-founder and chief creative officer, Taproot India said, "The raison d'etre of the National Geographic Channel has always been to satisfy the innate human desire to know more, see more, hear more and understand more. This year, that position is manifested in the new global platform, 'Live Curious'. The objective was, over and above the big film that launches 'Live Curious', to seed in the thought in the form of small locally relevant nuggets that almost double up as content as well."
Commenting on the snake-charmer film, Dias said, "The snake charmer is one of the many curious aspects of life in India. One has grown up seeing the snake charmer in the streets and then as one grows older one has heard stories about how snakes don't really drink milk and cannot really hear too much. I just felt it would be nice to nail this in an engagingly dramatic manner that makes for nice viewing as well."
The TVC was shot on Mahim railway overbridge in Mumbai by Gajraj Rao of Code Red Films.
Rao said, "It is a big thrill to get an opportunity to direct a film for National Geographic as it is a brand that stands for so much in so many different ways. I was quite interested in the script as it gave me the opportunity to experiment with a completely unusual and fresh documentary-ish feel to the the film which is something that is not conventional in advertising. I am really happy to see the results and get so many compliments from all my peers in the industry for the film."
Project: Live Curious
Brief: To seed in the new global platform with interesting content-driven communiciation based on a local insight
Client: National Geographic Channel, India
Creative agency: Taproot India
Creative team: Agnello Dias, Santosh Padhi
Copywriter: Agnello Dias
Account planning: Agnello Dias
Client servicing: Manan Mehta, Kaushal Dhokker
Production house: Code Red Films
Director (of the film): Gajraj Rao
Music director: Jolly Jose
Media used: TV