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Inshorts attempts to create awareness about app through first TVC

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NEW DELHI: Inshorts, the news app which attempts to give news briefly, has for the first time launched a video commercial to boost awareness about its short form content value proposition.

The brand campaign on YouTube has been executed by Cheil India and the ad targets urban news consumers in the age group of 18 to 35 who value brevity and time.

Carrying the tagline - 'Short mein jaano', the campaign captures real life situations where the protagonists get frustrated from people around them who waste time in beating around the bush instead of communicating to the point.

The video commercial revolves around a bomb squad commando stuck in a situation of urgency, awaiting instructions from his senior, to take necessary action. It is only after a series of unimportant information that the commando is guided about the course of action he was looking for all along.

Inshorts, through its 60-word shorts, provides users a unique content discovery experience that allows them to read a lot of news items in short, in very little time. With just a few swipes, at a time and place of their convenience, consumers can keep abreast with all the important news of the day.

Inshorts CEO and co-founder Azhar Iqubal said, ?Being an internet company, we are launching our campaign online first and intend to go all out with ATL and BTL campaigns later. Through this TVC, we hope to highlight the Inshorts value proposition of keeping its users updated with simple, factual and to-the-point content which can be consumed in minimum time.?

The commercial has been directed by Gajraj Rao, produced by Code Red Films and conceptualized by Cheil India. The four-week long campaign will go live on digital and social platforms like Google, YouTube, Facebook, Instagram, etc.

Cheil India executive creative director Aneesh Jaisinghani said: ?When you have a great product like the Inshorts app, a veteran director like Gajaraj Rao, super talented actors like Rajesh Sharma, Nikhil Ratnaparkhi and Sumit Gulati, a few things are guaranteed, a ball of a shoot and a couple of awesome TV commercials. Hope the viewers enjoy watching them as much as we enjoyed making them?

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