Judy Franko
Jan 07, 2013

MMGB: Boost's 'Dhool Tucker!' viral with Prabhu Deva

Buzz around new ambassador gets a boost, with ace choreographer's signature moves for Tendulkar, Sehwag, Dhoni and the new face.

Chocolate-flavored health food drink Boost has launched a viral video featuring choreographer, director and  actor Prabhu Deva. The campaign went viral on 5 January 2013, and aligns with the brand's latest TVC featuring Sachin Tendulkar, Virender Sehwag and MS Dhoni.

Watch the TVC created by JWT Delhi on Boost's new brand ambassador.

The viral features the ace choreographer adding to the buzz around the brand's new ambassador, whose identity is yet to be revealed.

The film created by Chennai-based creative shop TCC (The Communication Central), shows Prabhu Deva creating signature dance moves based on the batting styles of Tendulkar, Sehwag, Dhoni, and the new face of Boost who is yet to be revealed. A group of young boys dancing alongside groove to 'Dhool Tucker', a signature song created for the campaign.

Arvind Ramalingam, founder and creative chief, TCC, said, "The thought was to create a property online in the form of branded content video. The idea was to have Prabhu Deva to create signature dance moves based on the batting styles of Tendulkar, Sehwag and Dhoni."

He noted that the brief to the agency was to create a buzz around the new face of Boost - and the next big Indian cricket superstar.

Ramalingam, who has also directed the video, added, "From day one, the client was kicked about the idea. Prabhu Deva just took it to another level by making it super cool. It was fun, exciting as well as exhilarating since I was directing the video myself."

The campaign song has been composed by LV Ganesan.

On using Prabu Deva to announce a new brand ambassador, he said, "I am always against the use of celebrity for the sake of celebrity. In this campaign, Prabhu Deva has created something which is within his domain, but still innovative and interesting. The music is intentionally kept simple with south Indian touch mixed in a western groove. The lyrics were also kept intentionally simple and easy."

Mark Manuel, producer / director, Silent Picture Company, which produced the viral film, said, "Everybody played his part to perfection and this viral video is the result of hard work and dedication. From sound mixing, editing to casting, we did not want to compromise on anything."

Conceived, Written and Directed by: Arvind Ramalingam
Creative Agency: TCC, Chennai
Chief Creative Officer: Arvind Ramalingam
Production House: Silent Picture Company
Executive Producer -- Creative: Mark Manuel
Music Director: L.V.Ganesan
Lyrics: Arvind Ramalingam
Choreographer: Prabhu Deva
Art Director: Durga Prashad Mahapatra
Chief Assistant Director: Sudipta Chakraborty
Assistant Directors: Senthil Kumar, Mohammed Raffi

Campaign India

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