Web18, the digital arm of Network18, which announced the beta launch of its horizontal portal In.com on September 18, has unveiled a series of five teaser ads to support this launch. Produced and directed by Cell 18, the idea behind the ads is to emphasise the different kind of people who log in the portal for different kind of needs.
With the launch of the portal, the company is now looking to reach out to a wider audience and create awareness about In.com. The portal has tied up with some of the most popular sites to aggregate content and features content in categories like games, music, news, travel packages, matrimony, etc. In.com has also tied up with several music companies to stream songs.
The films have been directed by Cell 18 Director Zubin Driver, along with Harish Tiwari and Divya Talwar, while DOP for all the five films is Gopal Shah (of ‘Chamku’ and ‘Mujhse Dosti Karoge’ fame). The music has been composed by Rupert Fernandes, who had also composed the Hutch/ Vodafone tune. The In.com teaser ads have been airing on all leading news and entertainment channels since September 19.
Commenting on the films, Driver said, “The basic message behind the films was to create interest around In.com and to emphasise that it is a destination where something interesting is happening. We wanted to convey that people from different walks of life are sampling it.”
He further said, “The challenge was to create five films of 15 seconds duration each, with each of them perfectly exemplifying the message that the brand wants to project. Moreover, we had a tight deadline to complete the shoot.” All five films were shot in just two days.
The films have given a lot of attention to detail to maintain a distinctive tone and colour format in each of these films.
For the film highlighting the gaming section, a lot of work went into creating the right kind of lighting to depict the reflection of a computer screen on the face of the artist posing as an avid gamer. The tagline for this film states: ‘Last week, 143,240 people played their way in’.
The film to highlight the number of people who had visited the portal showed the view through a keyhole. The challenge while shooting this film was to make it look like a seamless, single shot film, showing the journey through the inside of the lock mechanism. The tagline for this film states: ‘Yesterday 115,300 people looked in’.
To highlight the streaming songs on the portal, the ad shows a girl gingerly stepping across a room and pressing her ear to the wall. The film conveys the message ‘Every day over 2 80,000 people listen in’ in one single shot.
To highlight the number of people registering with the portal, the film depicts montages of shots taken from all over Mumbai and conveys the message that there is a community waiting beyond the door. The tagline states: ‘Last night 70,000 people joined in’.
For the film with an interesting tagline: ‘This morning two famous politician dropped in’, the look and feel of a government building has been maintained.
Alok Nanda Communications is the creative agency for In.com.
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