Discovery India has rolled out the launch campaign of its entertainment streaming app, Discovery Plus. The campaign has been conceptualised by Taproot Dentsu. The agency's Mumbai office won the account following a multi-agency pitch.
The film shows people getting rejected at a job interview. Just when the employers seem to be losing interest with the level of candidates, one man catches their attention with an interesting answer to their question. It's later revealed that the man is a Discovery Plus viewer and the interesting content on the platform has helped him with his interesting thoughts.
Issac John, business head - digital (South Asia), Discovery, said, “The team at Taproot Dentsu cracked a simple insight that people want to come across as interesting in their day to day lives. As a product, Discovery Plus is built on timeless content that equips our TG to stand out from among their peers with a unique worldview. Therefore, our campaign thought captures the fact that if you watch interesting stuff, you come across as an interesting person. That further got chiseled down to the specific benefit, ‘App Interesting toh aap interesting’.”
Pallavi Chakravarti, executive creative director, Taproot Dentsu, said, “Sorry, Shakespeare. Clothes are not the only thing that maketh the man. We are also the sum of our experiences and our knowledge. And this is where Discovery Plus comes in. An app that entertains even as it informs. Giving its viewers the chance to broaden their horizons through interesting content on a variety of subjects. Naturally, as people know more they will go on to do more and that is exactly what the launch commercial tries to capture.”
CREDITS: Client team: Megha Tata, Issac John, Moshni Parikh, Rahul Ghatol
Agency: Taproot Dentsu
Agency team: Pallavi Chakravarti, Ayesha Ghosh, Arshad Shaikh, Pearl Vas, Aarya Sha and Ambalika Sen
Production house: Table FilmsDirector: Satyajeet KadamProducer: Anirudh Sharma