Campaign India Team
Mar 30, 2021

MTV calls out fools born out of society’s expectations

Watch the film conceptualised in-house here

MTV has rolled out a digital film for April Fool’s Day. Conceptualised in-house, the film titled “The Joke is on Us” sheds light on society’s unreasonable expectations from one’s life.  

The brand film features a boy who is passionate about playing the guitar, but is constantly pressured by his parents to put aside his hobbies and focus on his MBA studies and future plans to settle by saying, “Board exams aa rahe hain. Yeh ek saal focus karo, baad mein toh aish hi hain” (Board exams are coming up, focus this year and then you’ll have plenty of time to enjoy).

However, after he does as his parents wish, he is then reminded of his responsibilities as a father, as he conditions his baby in a similar fashion followed across generations.

The film then ends with the saying “Mazak Ban Gayi Zindagi” (Life has become a joke).

Source:
Campaign India

Related Articles

Just Published

1 day ago

Itch you can’t ignore: Sebamed scratches at the truth

Its latest campaign takes a cheeky swipe at anti-dandruff clichés, spotlighting how itch—not just flakes—disrupts everyday moments.

1 day ago

Not every Cannes Lion roars in real life

Amid Cannes backlash, a creative reckoning unfolds. Famous Innovations’ founder and chief creative officer wonders, where do bold ideas end and brand accountability begin in awards season?

1 day ago

Cannes Lions tightens reins as AI blurs boundaries

After revoked wins and synthetic scandals, Cannes Lions introduces new integrity rules to verify claims and rein in AI misuse.

1 day ago

Cultural ‘Tadka’ drives India’s most effective ads ...

Kantar’s Creative Effectiveness Awards show that when brands serve emotion with local flavour, consumers don’t just notice—they respond.