Dainik Bhaskar had recently launched a ‘No Negative Monday’ movement, through which the publication hoped would help readers start the week on a positive note. This thought has been taken forward with a ‘#LiveNoNegative’ initiative, for which a TVC conceptualised by Orcomm Advertising has been rolled out.
The film shows four different stories and the first part of it is shot in black and white.
The first one is set in Gwalior, where a man is shown in a house with a gun in hand. He’s shown walking around before he finds his target and takes aim. The story then cuts to Patna, where a school girl walking is shown waving to her friend in a school bus. An onlooker’s attention is soon moved to the girl walking and he’s shown running towards her. The next scene is in Nasik, where an infant is shown crying in her mother’s lap. The mother looks towards her non working fan and looks towards a rope. The scene is then cut as she stands with a rope on top of a bucket. The final story is from Delhi, and it shows a woman walking towards her car in a basement. She notices a man following her and starts walking at a faster rate toward her car. The man following does the same.
The second part of the film then shifts to colour as the stories are revealed. The first story ends with the man shown taking aim with a toy-gun at a young boy, as the duo are shown playing. The story in Patna ends with the on-looker charging towards the girl to move her out of the way as she could have been run over by a vehicle. In Nasik, the mother is shown using the ropes to swing her infant. The story in the basement in Delhi concludes with the man running towards the lady to hand over her bag.
Amit Koserwal, creative director, Orcomm Advertising, said, “We were asked to take the No Negative Monday initiative to the next level. As this was a one-of-its-kind initiative in Indian print media, Dainik Bhaskar wanted to ensure that this just doesn’t stop at being a ‘product differentiator’. Their thoughts are genuine and their intention is to build this initiative into a movement towards No Negative Life for a positive society and a positive nation.”
The film was rolled out on social media on 13 March. Shorter edits of this will go on-air on television later this week.
Client: Dainik Bhaskar
Agency: Orcomm Advertising
Creative director: Amit Koserwal
Account head: Kavita Sharma
Client servicing: Chayan Rahatekar, Amit Joshi, Shweta Bothra
Production: Pitara Studios
Director: Divyansh Ganjoo
Producer: Mahima Sharma
Editor: Keyur Dekate
Music: Ramil, Swapni and Govind
Production Manager: Arpit Dawani