Arati Rao
Feb 16, 2012

Amit Enterprises Housing releases first TVC with Sachin

WATCH the TVC created by JWT India and with a Hindi voice-over by Piyush Pandey

wide player in 16:9 format. Used on article page for Campaign.

Pune-based real estate company Amit Enterprises Housing has come out with its first TVC featuring Sachin Tendulkar. And in a first for the creative agency as well, JWT India has got Piyush Pandey, Ogilvy & Mather’s executive chairman and creative director, South Asia, for the voice-over in the Hindi version.

In the ad, Tendulkar is seen trying to find his way in a labrynthine maze with high walls, said to be a metaphor for the mind. The voice-over talks about how easy it is to lose one’s purpose within the confines of the mind. Tendulkar, however, manages to overcome the set boundaries, and break through the wall, as the voice-over says that for some people, who have the grit and determination, the path is always clear. The baseline of the brand is “Built for more”.

Commenting on their association with their brand ambassador, Kishor Pate, chairman and managing director, Amit Enterprises Housing, said, “We are delighted to have Sachin Tendulkar on board with us for our latest ad campaign. Sachin is easily the best individual to embody our brand slogan – Built for more. We aim at being the best at what we do and we couldn’t see anyone else but Sachin represent our vision in the campaign. We at Amit Enterprises believe in pursuing excellence in our work. Our aim is to raise the bar with every new project. The television commercial is visually stunning and true to our brand’s image which is grand in scale and fearless.”

Speaking on the concept of the film, Ram Jayaram and Sundeep Sehgal, both of whom are assistant vice presidents and creative directors at JWT India, said, “This was Amit’s first film. We were clear it had to be on the brand philosophy of ‘Built for More’. And as most of their TA comes from Kohlapur, Satara and other areas, the idea had to be simple. So we decided to make it visually stunning and true to Amit’s ambition, which is grand in scale and fearless. A real-estate film where walls are being broken speaks a lot about their self belief and creative maturity. ”

On getting Pandey for the Hindi voice-over, they said, “Working in a rival agency, we were nervous to approach Pandey sir for the MVO (male voice-over), but he graciously agreed after reading the script. His distinct voice has really lifted the film. To us, the fact that he likes what we’ve done, is as good as the industry’s seal of approval.”

On the unusualness of his doing the voice-over for another agency’s film, Pandey said, “Whenever I do a voice-over for anybody, it isn’t for Ogilvy or JWT, but for my NGO Jaipur Foot. The cheque is directly sent there.” Asked about what he thought of the film, he said, “It’s nicely made.”


Client: Amit Enterprises Housing Limited

Agency: JWT Mumbai

Creative: Ram Jayaraman (assistant vice president and creative director), Sundeep Sehgal (assistant vice president and creative director)

Client servicing: Samarth Shrivastava (vice president and client servicing director), Sameer Joshi (client servicing director), Shvetank Naik (account executive)

Films: Anupama Ahluwalia (vice president and senior director audio visual), Kaushal Thakkar (director audio visual)

Production house: OMG: Shouvik Basu

Director: Joel Pessig

Post production: The Mill, New York

Music director: Mikey McCleary

Hindi VO: Piyush Pandey

Marathi VO: Vinay Apte

English VO: Vishvesh

Campaign India