Creative agency Equus Advertising has created a global campaign for Punj Lloyd Ltd in Russian. The company is into design, engineering, procurement, construction and project management services for energy industry and infrastructure sector projects.
Punj Lloyd operates in the regions of the Middle East, the Caspian, the Asia Pacific, Africa and South Asia. The basic idea of the TVC was to communicate about the business of the company, but it has been conveyed as though a strike operation is being planned. Rohit Chawla of the production house Blue has produced the film.
Swapan Seth, CEO, Equus Advertising, said, “While thinking of the various businesses Punj Lloyd is into and by inspecting its global presence and character, we looked at the most pervasive global situation: global attacks. So the idea was to actually talk about the businesses of the company, but make it sound as though a strike operation was being planned. A Bond-like score and dialogues in Russian with English subtitles added to the intrigue of the idea.”
Seth added, “The TVC is slick, intriguing and different, yet courageous for a client to buy and run. The brief was clearly to project Punj Lloyd as a global player -- with global partnerships and global aspirations. The company has been relatively going about its business quietly. The intent was to broadcast its achievements,” added Seth.
This is a global commercial, which is being aired on CNN and BBC Worldwide.