MUMBAI: For an Indian ad agency, this can be a moment of pride. Taproot has created a new television campaign for Fox Movies Premium, the rebranded channel which is not available in India.

The campaign aims at communicating that Fox Channel offers a wide range of foreign movies with regional languages.

Fox Movies Premium is an Asian movie channel owned by Fox International Channels. On 1 January, Star Movies was rebranded as Fox Movies Premium and available in Hong Kong and selected Southeast Asian countries.

In India, China, Vietnam, Middle East, Taiwan and the Philippines, the Star Movies brand will remain. It is available in Singapore, Hong Kong, Malaysia, Indonesia, Mongolia, Papua New Guinea, Philippines, Fiji and Thailand.

Shot in Bangkok, the ad film is targeted at the Thai market.

Taproot India chief creative officer and co-founder Santosh Padhi, "The brief was very simple to communicate that Fox Channel now offers subtitle free movies, so the product promise is generic, the challenge was how to say it in a way that one Fox Channel is on the top of the mind, we thought whatever we say it has to me entertaining in the first place, which is why one watches the movies, hence a humor approach, Since it’s targeted for Thai audience, so the second challenge was not just humor, but very distinctive humor as they are known for their mad humors, we decided to highlight the problem, the whole idea of the campaign or creative device is based on a simple behaviour of the a person who watches movies with subtitles

Taproot India managing partner Manan Mehta added, "English language channels had struck a chord with the audience in non English speaking markets due to subtitling. Of course the next sphere of offering was the regional feed. This allowed the English channels to be relevant and come more closer to their audience. Thus, this campaign was conceptualised with the brief of making the audience aware that Fox Channel is available in South East Asia in regional language."