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Grey creates Network18's corporate campaign

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MUMBAI: Grey Worldwide- Mumbai has created the new corporate campaign for Network18 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 Network18 to the world and explain the role it plays in impacting people?s lives. 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.

"The brief was simple enough, but fitting all the pieces together in a script wasn?t, believe me! We knew we wanted 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 Network18 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.

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 Network18. 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 neighbour, 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 Network18. The life in your day."

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