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Hungama.com premieres 3 TVCs created by Law & Kenneth

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MUMBAI: Law & Kenneth has conceptualised a new campaign for Hungama.com comprising three TVCs, which will debut on 12 January.

While one TVC is of 45 seconds, the other two are of 30 seconds.

Said Law & Kenneth branch head Mumbai Neeraja Kale, “We wanted to establish Hungama.com as THE destination for entertainment. Needless to say it had to be done in an entertaining manner hence the quirky, disruptive approach taken for communication.”

In the new commercials, Hungama.com has tried to breakaway from the traditional taglines of ‘use me, try me’. In fact, the new commercials for the brand strongly urge you not to log on to www.hungama.com, if you’re looking for entertainment.

The protagonist of the films goes on to rip Hungama.com, claiming his ancestral entertainment company, Taalimaar Entertainment, is the leading entertainer. The brain behind this entertainment company, portrayed by Vijay Raaz, is aided by his mute sidekick who secretly seems like he is a Hungama.com fan.

Averred Law & Kenneth NCD Charles Victor, “It’s a little boring to listen to entertainment brands thumping their own chest, telling you how excitingly unique they are and trying to compel you to tune/log in. We decided to take a stand and tell people not to log on to Hungama.com by creating this character who represent Taalimaar Entertainment – the No.1 entertainment company (according to him!). Backed by a brave client, we also collectively agreed that our communication needs to be as entertaining as the business we are in.”

The film has been directed by Piyush Raghani and is produced by Old School Films.

Hungama.com is also doing a parallel digital media campaign on the Facebook pages of Hungama.com (www.facebook.com/hungamacom) and Taalimaar Entertainment (www.facebook.com/taalimaar).

States Hungama consumer business business and marketing head Punyashlok Bhakta, “This is the first time Hungama.com as a brand has advertised in mass media. We therefore needed a TVC that would not only break the clutter, but also become memorable in the minds of the consumer. Law & Kenneth took this idea to another level and created a TVC that’s not only bang on in terms of the brand message but also leaves you thoroughly entertained with the protagonist Taalimaar and his sidekick Jaan. After all being an entertainment brand we’d better be entertaining ourselves.”

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