Keeping its global communication philosophy, ‘The web is what you make of it’, intact, Google Chrome has made a new TVC with a unique concept. The TVC brings out the physical manifestation of the whole process of making a website, getting more traction on it and ultimately making it a commercial success.
The plot of the TVC takes cue from the real life story of G Rajendran, an artist who turned into a businessman, in the process of resuscitating the dying art form seen in Tanjore miniatures. The first sequence shows G Rajendran sitting all by himself, disheartened that the miniatures around him are not getting the importance they deserve. In the next sequence you see him browsing over the net for instructions on how to make a website. The unique bit is that you get to see the web as if it were in a metaphysical state. While he remains involved in making the Tanjore paintings, the next task for his website is to get more traction, hence a search for the right ways to do that which brings out the concept of adding the right keywords to enhance search options for your website. The TVC rightly captures his smile in the next sequence where he makes his first online sale and evolves from being an artist to a businessman. The TVC closes with the last frame that says, ‘The web is what you make of it’.
Commenting on the ideation and execution of the TVC, Russell Barrett, executive creative director, BBH India, said, “The whole idea behind all the ads for Google Chrome is to bring out true stories from the life of people who have used internet wonderfully and capitalised on the opportunities it has to offer. We went through a lot of such stories and finally decided to go with G Rajendran’s because not only did he revive an art form online, he emerged as a fine businessman at the end of it.”
Calling the ad an outcome of a creative collaboration, Barrett told us that it was their business head Arvind Krishnan who found out about G Rajendran's story and BBH's copywriter Nikhil Panjwani wrote the first few drafts for the TV commercial along with their art director Kunal Sawant.
Barrett mentioned that the treatment was one of a kind but it was a huge risk that they took and are glad that it has finally paid off. He added, “It was Suresh, the director’s idea to go ahead with this treatment for the TVC. And we struck gold with the music which was again a part of his vision. Shri Sriram added a slight twist to the song track and it synced beautifully with the video.”
Barrett shared that Sriram is a musician who works in UK and this was his first advertising project in India. Another interesting anecdote he shared was that the cameras were locked at one place throughout the shoot, which was organised at Rajkamal Studio, Mumbai. And it took over seven hours to build the wall that was used as a pivotal prop in the TVC.
Credits
Client: Google Chrome
Agency: BBH India
Managing partners: Paul Ward, Partha Sinha, Raj Kamble, Subhash Kamath
Creative director: Russell Barrett
Creative team: Nikhil Panjwani, R Venkatraman, Kunal Sawant, Malhaar Rao
Planning: Sanjay Sharma
Account management: Arvind Krishnan, Rajeev Roy
Agency producer: Sushma Joseph
Production house: Eeksaurus
Director: E Suresh
Music: Shri Sriram
