Network18 underlines spread, tags itself as 'the life in your day'

Network18 has rolled out its first ever corporate film titled 'Red tag'. The TVC created by Grey India brings the fad of tagging people on social media to real life.

The film, created by Grey India, showcases people from different walks of life getting tagged with a red-coloured note whenever they consume a Network18 offering - be it CNBC TV18, Comedy Central or bookmyshow.com. A voiceover at the end explains, "If you were tagged for every way that we touched your life, this is what your world would look like."

Malvika Mehra, national creative director, Grey India, said, "We wanted to create something for Network18 that 'connects' with the consumer. We did this in a very simple way, we took an element from the Network18 logo itself - 'the red tag' and had some fun with it."

Amit Akali, national creative director, Grey India, added, "Network18 impacts us in ways we don’t even realise, and it is truly 'the life in your day'. That was the genesis of the campaign."

Rohit Malkani, senior creative director, Grey India, summed up the agency's experience of working with Network18, in three 'E's. "Exhausting, Exciting and Entertaining!. We've had such joy with the client working with us shoulder to shoulder(literally) It's been a long journey, but what a ride."

The TVC will be supported by print, outdoor and digital.

Unplugged moments:

The film was shot across Mumbai and New Delhi over a period of three weeks. Malkani recalled, "The shoot which required the big crowd shot got cancelled twice and almost got rained out the third time." The shoot wa on at Metro theatre on the last day - a Sunday - and it was pouring. "The last crowd shot was slotted for the afternoon. All of us are chewing our nails with anxiety when Anuradha Sengupta (client) casually says she's made a call and it will stop raining at 1.30 pm. Of course we all laughed uproariously but, lo and behold, it actually did stop raining and we had bright weather for five hours! So if you need to stop the rain, borrow the phone number from Anuradha."

Credits:
Client: Network18
Agency: Grey India
National creative directors: Amit Akali , Malvika Mehra
Senior executive creative director: Rohit Malkani
Account management: Mithun Roy, Vineet Singh
Planning: ArindamSarkar
Films: Samir Chadha
Production house: Freshwater Films
Director: Dibakar Banerjee
Producer: PriyaSreedharan
Director of photography: Nikos Andritsakis