‘Prahaar’, the Marathi newspaper from Rane Publications Pvt Ltd – a publication venture of Maharashtra Revenue Minister Narayan Rane – has hit newsstands on October 8. The paper has embarked on a campaign to promote its launch, which comprises a TVC and radio spot conceptualised by Cell18.
The TVC broke on October 9 and will initially air on channels like IBN Lokmat, Zee 24 Taas, Zee Marathi, and Star Majha.
The ad film, shot (and directed) by Zubin Driver and Harish Tiwari, has been treated to engineer a grainy and tough look that communicates the brand DNA subliminally. Rishi Punjabi was the director of photography on the project. The film's narrative is based on the creative idea that Prahaar is a metaphor for many things – from a hammer against corruption to a baton in a school to the torch of the future. Actor Nana Patekar has lent his voice to the film's narrative. The radio spots will also feature Patekar's voice.
It may be recalled that Patekar had directed and starred in a 1991 Bollywood movie, also called ‘Prahaar’, which told the story of a brave and no-nonsense Army commando’s fight against goons terrorising the community.
Zubin Driver, Network Creative Director & Head, Cell18, claimed, “The Prahaar campaign is a new benchmark for Cell18. It is a testimony to our evolved directorial skills. The campaign was conceived and executed by the Cell18 team entirely and has all the slick production values that large brands look for. We are very proud of this film and believe this propels into the large ad film makers category in India.”
He further said, “Rane Publications Pvt Ltd had showed us a poem, which was internally written on the spirit of journalism. We have based the TVC on it. The TVC depicts that Prahaar is a paper that is being used in many ways.”