Shephali Bhatt
Jan 14, 2012

CNBC Awaaz rolls out new campaign to celebrate monetary success

WATCH the TVC created by McCann Erickson

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

CNBC Awaaz completed seven years of existence in the market of business news channels, on 13 January 2012. On this occasion the channel has launched a new campaign that celebrates its achievements and highlights the grit of all the viewers who would have monetarily benefited out of watching the channel's reportage.

The campaign themed, 'Waqt se Pehle, Kismat se Zyaada', conceptualised by Prasoon Joshi, has been created by McCann Erickson.

The first TVC shows a young boy trying to ride a bicycle which is double his actual height. He is trying  to do so because one of his seniors bullies him and doesn't allow him to park his tiny bicycle in the school parking lot. He makes innumerable attempts at riding it properly but all in vain. Tired of falling down and getting hurt repeatedly, the boy gives up at once only to gain strength next morning and take his small bicycle which he can ride comfortably. He confronts his senior and walks past him smoothly because he has locked the cycle now, hence it can't be moved. The whole idea is to show his grit and determination and prove a point that those who watch CNBC Awaaz are ahead of the horde in every league.

Prasoon Joshi, president, McCann Worldgroup South Asia, shared the idea behind the campaign and said, "In this campaign we are celebrating success, material success. We are talking to the changing India where material success is no longer frowned upon and hard work and money are seen in a positive light. It's not about status quo , it's not about age old feudal mindset where material success is conveniently  enjoyed by a few clever manipulators, it's about democratisation of material wealth. About it being achievable through ambition,  hard work and  talent." 

Watch the second TVC of the campaign


Joshi added, " Money in India is a complex thing. We have double standards when it comes to money. On one hand, there is a tendency to take a moral high ground and say that money and materialism is not part of Indian ethos. Saraswati( vidya) is more revered than Lakshmi( wealth) . On the other hand , money beyond needs is extremely coveted. I remember when KBC was launched people very openly opined  that it would not work in India as we are not blatantly attracted to money as a society but what those people forgot is that there is difference in what we project as our attitude towards money verses what we really think about it. The reality is different and KBC went on to become a successful idea."

He mentioned that one can challenge his destiny to get more than what's destined for him and one can get it ahead of time provided one makes the right decisions and that's where CNBC Awaaz comes into picture.

View the print campaign here:


Click for full view



Client: CNBC Awaaz
Agency: McCann Erickson

Car Film
Copywriter: Prasoon Joshi
Creative director: Prasoon Joshi
Art director: Sadanand Narvekar, Priya Gurnani

Cycle Film
Copywriter: Anshumani Khanna
Creative director: Prasoon Joshi
Art director: Sadanand Narvekar, Priya Gurnani
Production house: Boot Polish Film
Director: Shujaat Saudagar

Campaign India

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