Inshorts makes its point with a bomb squad caper, says 'short mein jaano'

Watch the ad film conceptualised by Cheil India here

May 27, 2016 04:36:00 AM | Video | Campaign India Team

News app Inshorts has rolled out a film which went live on YouTube on 24 May. The film has been conceptualised by Cheil India and is the first of a series. 
According to a statement from the app, the film targets the urban news consumer in the age group of 18 to 35 years.
The film opens with a member of a bomb disposal squad spotting a live bomb. He connects to the control room. While speaking with the head to defuse the bomb, he is frustrated with the man, who beats around the bush instead of telling him which wire to cut. The film ends with no conclusion reached, and the man instructed to run away from the spot.
Azhar Iqubal, CEO and co-founder, Inshorts, said, “Being an internet company, we are launching our campaign online first and intend to go all out with ATL and BTL campaigns later. Through this TVC, we hope to highlight the Inshorts value proposition of keeping its users updated with simple, factual and to-the-point content which can be consumed in minimum time.”
Aneesh Jaisinghani, executive creative director, Cheil India, said, “When you have a great product like the Inshorts app, a veteran director like Gajaraj Rao, super talented actors like Rajesh Sharma, Nikhil Ratnaparkhi and Sumit Gulati, a few things are guaranteed, a ball of a shoot and a couple of awesome TV commercials. Hope the viewers enjoy watching them as much as we enjoyed making them.”
Client: Inshorts
Agency: Cheil India
Production house: Code Red Films
Director: Gajraj Rao