Speaking to Campaign India, Raghu Bhat, executive creative director, Contract Advertising says, "The brief we received was to announce the launch of Tata Indicom's Par Per Call plan. It is a game-changing offer; earlier the customer would be billed regardless of the call duration. Hence, the number of minutes simply would not matter."
"The idea that our campaign is based upon is, 'Ghadi ke atyachar se mukti' - Tata Indicom liberates you from the oppression of the clock. We made it larger than life and surreal to cut through the clutter," he adds.
Watch the TVC here:
A man is speaking on the phone and seems to be in a hurry, while the background score is that of a clock ticking. Similarly, a woman is sitting and talking on the phone, while sand starts falling on her from above. A third boy is equally tensed as he is talking on the phone and suddenly starts running. All three people are being chased by time in various forms - a clock, an hourglass or a pendulum, and are anxious about the high rates that they have to pay as their conversation prolongs. The TVC highlights Tata Indicom's new Pay Per Call offering.
Elaborating about the execution of the campaign, Bhat says, "The execution involved a lot of planning. A lot of compositing work was involved as the characters were shot separately. Giant models of the clock and hourglass were created and 400 kilos of suji were used as sand. Since it was the monsoon season, we couldn't get dry sand. Hence, the suji. The skies were added in the system. We used a non-linear edit pattern to delay the suspense and add to the drama."
Speaking about the consumer insight that the campaign stems from, Bhat says, "People are always worried about the minutes ticking away while talking. We decided to build upon this insight for this campaign."
The media mix for the campaign will include TV, web, radio, outdoor and in-shop POP. The creative team that has worked on the campaign includes Ravi Deshpande, Raghu Bhat, Ankit Pandya and Gautam Wadher. The film has been shot by Sudip Bandopadhyay of Thumbnail Pictures.