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

16-December-2006
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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.”

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