| The recently released two sets of commercials
weren't shot on the basis of any script. They were rather based on
the research conducted in the northern part of the country. Transportation
companies and truck-owners were interviewed by team members of the
client, O&M and production house to communicate the fuel efficiency.
The campaign's tag line is `Diesel bachao, sapne sajao'.
Says Ravi Desphande, chief of Ravi Desphande Pictures: "British
Petroleum and the O&M creative directors, Pushpinder Singh and
Sagar Mahabaleshwarkar realized after research that amongst the
trucking fraternity, word of mouth communication is more effective
and believable. Hence, a series of films were planned as testimonials."
The commercial depicts the association of the brand with the category
users and subtly succeeds in bring out the importance of selection
of the brand and relates it with their future aspirations. In one
of the commercial, the male protagonist, referred as `Bauji' explains
how he saved money on four trucks and it eventually helped him in
getting his daughters married.
On the brief from Ogilvy and Mather, Desphande says: "I need
to make the guys I shoot with laugh and cry on the camera. This
is what Pushpinder Singh had said as part of the brief. Now that
was a tall order, considering I did not know what made the candidates
tick."
Deshpande further added: "The modus operandi we followed was
to select the candidates, thaw them over a period of time, get familiar
with them and their families, remove any camera shyness that they
might have, build up their confidence in you to the extent that
they feel you are their closest friends. Speak about their lives,
likes and dislikes, dreams and disasters, and what have you."
After long interactive sessions with several category users, the
team eventually selected couple of guys for the campaign. The prospective
people interviewed were searched from places in Delhi and Haryana.
"Out of the entire footage, we cull out 30 seconds of footage
that will be an honest portrait as well a non add-selling comment
about diesel savings," said Deshpande.
On the result, a satisfied Desphande said, "The entire effort
resulted in a `script-less' films with the candidates mouthing their
own dialogues-their one on one, man-to-man candid and earthy rendition
of their views. The communication reaches your heart!!!"
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