Grey Worldwide Mumbai has created the new corporate campaign for
Network 18 titled 'Red Tag'. It has been directed by filmmaker Dibakar
India national creative director Malvika Mehra said, "The task
very simply was to introduce Network 18 to the world and explain
the role it plays in impacting people's lives. We wanted to create
something for Network 18 that 'connects' with the consumer. We did
this in a very simple way, we took an element from the Network 18
logo itself - 'the red tag' and had some fun with it.
brief was simple enough, but fitting all the pieces together in
a script wasn't, believe me! We knew we wanted it to be about omnipresence,
we knew we had to be fresh, but above all we were sure we didn't
want a stiff conventional, corporate approach," Grey Mumbai
senior ECD Rohit Malkani said.
than have Network 18 do a little chest thumping exercise, it made
more sense to have people discover for themselves how big they really
are. And that was the genesis for the 'red tag' game," Mehra
agency has used 'BachkeRehna' track from Pukaar in an attempt to
bring alive India and its people, whose lives Network 18 touches.
to the company statement, the film begins in a regular looking office
where a man shakes his head incredulously as he announces that the
'rupee is 56 to the dollar'. Suddenly he finds a female colleague
rushing towards him with a red sticky tag/note, which she slaps
on to his chest. He is surprised at first then realises why she
did that as he checks the CNBC moneycontrol page on his phone. To
his surprise he now sees her surfing some deals on Homeshop 18.com.
In a 'counter move' he rushes to her with glee and slaps her back
with a red tag.
so it begins
a random, fun and exciting game where people across
India tag each other with Red Tags each time they are touched by
Network 18. A young girl is tagged by her father because she pushes
away her dinner plate after seeing a report on Anna, a boy is tagged
by his friends after he lets out a volley of abuses at their neighbor,
a grandmother is tagged by her granddaughter who spies her watching
BalikaVadhu and dabbing her eyes etc. The film ends after a series
of rapid tags with a voice over that highlights the penny drop moment.
"If you were tagged for every way that we touched your life.
This is what your world would look like. This is Network 18. The
life in your day."