Campaign India Team
Jun 17, 2014

Arise India ditches 'shoo-shaa' for its Android-enabled LED TV

Watch the ad film conceptualised by Madness India here

Arise India, the electrical products manufacturing company, has recently launched a TVC for its android-enabled LED TV labelled Arise India - Divine Boom 4.2. The 'smart' TV is powered by the Android Jellybean 4.2 OS. The TVC features actor Irrfan Khan. The TVC has been conceptualised by Madness India.
The ad film shows actor Irrfan Khan entering an ad film set with two people in tow carrying an Arise Divine Boom TV that they set up. Khan speaks into the camera saying that he has been given merely 30 secs for the ad but time is not a constraint and the ad doesn't need 'shoo- shaa' or 'glamour' as the message in itself is strong enough. Now that the TV has been hooked up, he asks the two men to leave for they will not be paid for acting. Khan then switches on the TV, demonstrating that it’s not only smart but also has all the features of an android phone. He then checks the time to find that there are still five seconds left and calls for the entertainment element of the ad to be brought in. Four models enter the scene and dance to a number when Khan stops them as the time for entertainment is over. The film ends with a voiceover saying 'Arise LED TV sirf smart nahin, android ke saath (It's not only smart, but has android too). Khan adds, 'TV hain, phone nahin kaan pe mat lagana' (It is a TV not a phone, don't put it to your ears).
Avinash Jain, MD, Arise India, said, “With the Divine Boom 4.3 we are redefining television viewing in the country and thus wanted to portray this pioneering initiative in a completely radical fashion. For the same, Irfaan was an apt choice as he brings an endearingly charm to the table. The TVC celebrates the newness that the TV brings to the market by showing irrfaan in an altogether new avatar. Entertaining, engaging and full of vibe, the TVC is the personification of everything that is new and entertaining.”
Rajiv Agrawal, founder and creative head, Madness India, said, “When the brief was given to me, the first thing that struck me was that in a largely product parity market, here was a genuinely different product. The kind that probably did not exist in the market. Hence, the advertising also had to be different. And the single line idea of ‘TV hai, phone nahin…kaan se mat lagana’ came alive. And then I came up with the thought of using Irrfan Khan. The script and campaign was written keeping him, his delivery in mind. The whole idea was that you do not have to beat around the bush when you have a clutter breaking product idea. And I decided to deliver it in an equally simple yet funny, and, if I may add, irreverent manner because I believe at the end of the day our primary job is to entertain people while delivering the key message. And the idea is to spread a little madness around in whatever we do!”
Agency: Madness India
Agency founder/ Creative head: Rajiv Agrawal
Production house: Apocalypso Films
Director: Pradeep Sarkar
Campaign India

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