MRF Tyres has rolled out a film following its announcement as the global partner for the ICC Cricket World Cup. The film has been conceptualised by Lowe Lintas, Chennai.
The film begins with a shot of a bus tyre going through a puddle as it moves across a city. Glimpses of the Indian team are seen as the film cuts to a shot of a mother humming the iconic song, “Saare Jahan se Achcha”. As the bus moves across the city, the song is heard coming from various mediums such as an old gramophone, marching band and so on.
As the bus pulls into the stadium, the players disembark to the rapturous applause of a crowd. The crowd, continues to sing, loud and proud.
The film ends with a shot of the bus’ tyres and the words, “There’s a lot riding on us."
Koshy K Varghese, executive vice president, marketing, MRF, Limited said, “We at MRF have passionately supported cricket for decades. From our association with legendary cricketers to grooming the nation’s finest talent though the MRF Pace foundation and now, being a proud Global Partner of the ICC Cricket World Cup 2015 – we have actively supported the sport for a long time. The objective of this TVC was to showcase MRF’s and the nation’s undying support to our cricket team. Expectations are high from the Indian team and there is a lot riding on them, just as there is a lot, literally, riding on us at MRF.”
Rajesh Ramaswamy, executive creator director, Lowe Lintas added, “The beauty of this idea was the line ‘There's a lot riding on us’, which was written for MRF the brand. And when they tied up as one of the main sponsors of the World Cup, this thought extended naturally to the Indian cricket team too. We picked ‘Saare Jahaan Se Achha’ and decided to render it in different ways as the bus travels through the city. The sound had to dictate the visuals. Mikey did an absolutely fantastic track that evoked the kind of feeling we needed. And Santosh Sivan captured this in a beautiful way. This one is made with the same passion that MRF as a brand has for cricket which they have displayed for so many years. The logo in the end contributes a lot of credibility.”
The campaign is on air and will be splashed across traditional media and online channels.
Credits:
Client: MRF Limited
Creative agency: Lowe Lintas, Chennai
Creative Team: Rajesh Ramaswamy, Sachit Sadanandan, Gowthaman Kandavelu, Dennis Daniel
Account Management: GV Krishnan, GS Sridhar, Raj Ayyappan, Joel Miranda, Ramesh NJ, Ramya Murthy
Planning: Phalgun Tiruvasu
Music: Mikey McCleary
Director: Santosh Sivan
Production: Lintas Productions, Mumbai
