MUMBAI: Indifference towards voting has been an unresolved issue in India and the election statistics over the years prove the same. Taking forward the former tagline of Frontline - Sabse Aage (Ahead of everyone) - inner wear brand Rupa took the opportunity to bring in a new dimension in its positioning. Through its new campaign, the brand not only wants to strengthen its market positioning, but also hopes to throw light on a larger social cause.
Rupa has adopted a new tagline - ‘Raho duniya se ek kadam aage‘ (Stay a step ahead of the world) - in a bid to take the brand thought one step further while the TVC tackles ways to boost the voting percentage and promote the turnout in elections in the country.
The sound track of the TVC is crafted from the originally composed Bengali patriotic song ‘Ekla Cholo Re‘ written by Rabindranath Tagore. The soundtrack of the TVC has been recomposed by Rooshin Dalal and the film has been directed by Gajraj Rao from Code Red Films. The thought behind the song was to press the listener to continue one‘s journey alone, even if there is no one to support.
The new version is sung by the actor, music director, lyricist, singer and scriptwriter - Piyush Mishra.
Rupa director Mukesh Agarwal said, "Frontline is our flagship brand, and we were very keen to take its communication a step further. The story not only helps us reinforce the core brand thought but, for the first time, also helps us connect with the society and give out a meaningful message.
Scarecrow Communications founder director Manish Bhatt said, "Apathy towards voting has been a chronic problem. If you look at India‘s election statistics post independence, almost half of the country never turns out to vote. We saw a poignant issue, which Frontline as a brand could associate with and give a new dimension to its communication. "
Scarecrow Communications founder director Arunava (Joy) Sengupta said, "Previously, Sabse Aage, was the positioning of Frontline. While the previous films used humour as the plank, with this film we have tried to bring the positioning to life and give the Frontline man a definitive personality. The new tagline - ‘Raho duniya se ek kadam aage‘, sums it up perfectly."
Scarecrow Communications executive creative director Kapil Tammal said, "We‘ve tried our best to keep the action very real. Exaggeration helps in humour, but not in courage. We did an intensive recce to choose the right locations and camera angles to stage the intense drama."
Scarecrow Communications creative director Sarvesh Raikar said, "The sound was a critical and tough part of the film. Both the composer and singer, Piyush Mishra, have done a fantastic job of weaving together the grunge (necessary to the drama) and the quintessential melody of the song, seamlessly."
