Campaign India Team
Jul 02, 2015

Epic pitches unheard stories from epic storytellers, builds 10 pm slot

Watch the ad films conceptualised by Grey Group here

wide player in 16:9 format. Used on article page for Campaign.
The Epic Channel has rolled out a set of promos for its 10 pm slot. 
 
Each of the films promotes a show from the slot. The three shows promoted are: Mid-wicket Tales with actor Naseeruddin Shah, Jaane Pehchane with lyricist an writer Javed Akhtar and Stories by Rabindranath Tagore with Bollywood director Anurag Basu.
 
One of the films (above) begins with Basu asking the audience what they would call a person who left college the day after joining. He goes on to call the person a ‘drop out’ but later introduces this person as celebrated writer Rabindranath Tagore.  Basu starts to talk about the writer's work but abruptly stops when he looks at the watch and realises that it’s not yet 10 pm. The film ends with his message: ‘Maaf kijiye abhi dus nahin baje’ (Apologies, it’s not 10 pm yet) and details of the show. 
 
 

The promo for Akhtar's show has him talking about Bollywood villain Pran. Akhtar talks about the evolution of the portrayal of villains in Indian cinema, but once again, he stops when he remembers that it’s not yet 10 pm. 
 
 

Shah features in a cricket uniform to promote his show, which is cricket-based. As he shares an anecdote about the Indian cricket team and the famous announcement of change in captaincy aboard a flight, he too stops to pass on the key message. The show airs 10 pm. 
 
Mahesh Samat, founder and managing director, Epic channel said, “Our new campaign ‘Maaf Kijiye Abhi Dus Nahin Baje’ is very innovative and has an intriguing concept with the central idea of owning the 10 pm slot on television. We are aiming for it to become the new prime time.  I would like to congratulate Grey India for coming up with a spectacular campaign. We are confident that we will be able to propagate and widen our audience base while we continue to churn out differentiated content that connects with them.”
 
Goral Ajmera, senior executive creative director, Grey Group Mumbai, said, “India lives and breathes Bollywood and cricket, yet there are so many untold stories and anecdotes. And what better way to hear them than from some of the country’s best storytellers themselves? Our campaign for Epic intends to create curiosity with unheard stories narrated by Naseerudin Shah, Javed Akhtar and Anurag Basu. Needless to say, it was a wonderful experience working with veterans like them.”
 
Credits
 
Client: The Epic channel 
Creative agency: Grey Group
Sr. ECD: Goral Ajmera
Creative supervisor: Navin Chalke
Associate creative director: Divya Saxena
Junior copywriter: Sukanya Subramaniyan
AVP, planning: Soumitra Patnekar
Senior planner: Pritesh Angane
VP, client services: Aditya Chandra
Associate account director: Devyani Upadhyaya
Senior account executive: Dhruv Thapar
Manager, social media: Kushal Kaushik
Senior VP, films:  Samir Chadha
Director, films: Sharad Shinde
 
Source:
Campaign India