MAM

Grey creates Network 18's corporate campaign

MUMBAI: Grey Worldwide Mumbai has created the new corporate campaign for Network 18 titled ‘Red Tag‘. It has been directed by filmmaker Dibakar Banerjee.


Grey 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.


"The 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.


"Rather 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 added.


The agency has used ‘BachkeRehna‘ track from Pukaar in an attempt to bring alive India and its people, whose lives Network 18 touches.


According 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.


And 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."

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Happydent.jpg?itok=A8c497IH
Happydent: Smile Please, kids

MUMBAI: Leveraging the fact that 'smiles are contagious', Happydent has teamed up with Smile Foundation, an NGO that works with underprivileged children, for a new campaign called 'Happydent Smile Please.'

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Rohan-Bhansali--Co-founder-%26-Director%2CGozoop.jpg?itok=bYyZYHEN
Gozoop wins media duties of Regal Shoes

MUMBAI: Gozoop has bagged the media duties including digital and creative for Regal Shoes. The agency will be managing the rebranding of the shoe brand across all media platforms.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Shan-Jain.jpg?itok=1EcE8RyE
GroupM's Shan Jain joins Publicis Media India

MUMBAI: Former GroupM executive Shan Jain has joined Publicis MediaIndia as the head of business transformation practice. Jain’s last stint was with GroupM, as Principal Partner, Client Leadership at Mindshare.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Rubeena-Singh-800x800.jpg?itok=qwNRBb6C
Bhargava new DAN Performance Group CEO; Rubeena to lead iProspect

MUMBAI: iProspect India, the digital agency from Dentsu Aegis Network, has appointed Rubeena Singh as its CEO effective this December, as its former CEO Vivek Bhargava is being elevated to a larger role of CEO of DAN Performance Group. Bhargava will head all the Digital Performance Agencies of...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Gurbaksh-Singh-800x800.jpg?itok=oP8kY0DA
'Sweat It To Get It', recommends Gatorade

MUMBAI: The iconic sports drink brand has come up with a vending machine that dispenses Gatorade only if you work up a sweat…In line with its international brand positioning, Gatorade India has kicked off its new campaign with ‘Sweat It To Get It’.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Suresh-Prabhu.jpg?itok=Cqfoyu3j
Commercial ads to aid Rail Radio Service

NEW DELHI: Installation of entertainment through Public Address Systems in trains will be operated by selected licensees, through commercial advertisements. As a result, this will not involve any expense, the minister of state for railways Rajen Gohain said. As announced by the railway minister...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/07/Tanmay-Mohanty_0.jpg?itok=2GxsCYqy
India among top 10 contributors to ad spend growth: Zenith Ad-Ex Forecast

MUMBAI: Publicis Media Company Zenith has just released its new Advertising Expenditure Forecasts in which it predicts that global ad expenditure will grow 4.4 per cent in both 2016 and 2017, reaching USD 566 billion by the end of 2017. Zenith predicts that ad expenditure growth for India in 2017...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/07/Kaizad-Pardiwalla.jpg?itok=dPS1-SUV
Jack in the Box Worldwide appoints Kaizad Pardiwalla as president

MUMBAI: Integrated communications agency, Jack in the Box Worldwide, a part of The 120 Media Collective, has appointed Kaizad Pardiwalla as president, with the aim to lead its ambitious growth strategy. Kaizad, who joins from Orchard Advertising, where he was Chief Operating Officer. He will report...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/07/Sam-Balsara.jpg?itok=oWuQGGuS
'Name and shame delinquent channels'

MUMBAI: Media buying and planning (advertising) agencies and brands reacted strongly or cautiously when it came to commenting on famous yet delinquent television channels suspected of wrongdoing by India's only TV ratings points (TRP) body. Broadcast Audience Research Council (BARC), the only...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories