Top Story


Home >> Advertising >> Article

Hutch, a magician’s wand, and a boy and his pug: Story telling at its best

Font Size   16
Hutch, a magician’s wand, and a boy and his pug: Story telling at its best

The cute little pug returns and so does his little master. O&M and Hutch have been able to create magic once again with this endearing combination. O&M has become quite an expert when it comes to dishing out such short stories for its client, be it Fevicol or Hutch, which have the same theme but still manage to strike a chord with the audience, who know what will happen next, but still wait for the surprise element.

The latest Hutch campaign is set in a small town, where a magician is performing his tricks sans any extravagant props or hype. But he manages to enthrall a bunch of kids. The magician calls one of the kids to the makeshift stage and asks him to sit inside a box which is to his right. He shuts the box, mouths a few mumbo-jumbo words and viola! the boy emerges from a box kept on the left hand side. And that’s not all, the boy’s faithful pug also follows him from the same box, to the surprise of all. Hence, the tagline, “Wherever you go our network follows”, which Hutch has been using quite successfully.

Talking about the commercial, Rajiv Rao, Group Creative Director, O&M, said, “The challenge is to look for stories that can be woven around the theme even though their inspiration comes from instances around us. The surprise element is from the way we tell the story and keeping it relatable.”

He further said, “The premise remains the same, but one has to make it interesting so that people like it and it remains etched in their memories.”

So how did he come up with this one? Said Rao, “We didn’t actually break our heads too hard on it. You don’t really have to as it is a simple story of a boy said in a very simple manner. We came up with a lot of situation and then narrowed it down to best four. We are now working on another commercial exploring the same theme.”


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign