Indians can’t help talking, be it with family, friends, strangers, even a balti (bucket)! ibibo Web Pvt Ltd’s new TVC gives a humourous spin to this trait of Indians, in the process getting the message across to “banao naye dost aur karo bond on ibibo.com”. This is the first TVC in the ‘balti’ series. Draft FCB Ulka is the creative agency behind the campaign. The commercial has been produced by Chrome Pictures. The core proposition of ibibo.com is to enable one to find and discover new people across India, just as one would on a long train journey.
Ashish Kashyap, CEO, ibibo Web Pvt Ltd, said, “The brief that we gave to the agency was simple – to create a clutter breaking campaign that drives home the fact that everyone has the need to share, express, bond and meet new people. This is true especially for Indians, who are known for their extremely social nature and fondness to interact and be friends with people they meet on the streets, at restaurants, or on a train. The core proposition of ibibo.com is to let Indians discover other Indians with similar interests and profiles.”
Kashyap added that the website already had nearly one million users, including from small towns of India. “We are targeting young Internet users in 18-24 the agegroup, who are logging on the Internet and want to express themselves,” he said.
The TVC features a man journeying on a train, who is trying his level best to befriend a co-passenger (who is off-camera). But all his attempts are met with a stony silence from the other end. But our guy is persistent, he offers tea, snacks, a game of Ludo to draw in the unresponsive co-passenger. In the end, the man’s station arrives and the ever-optimistic guy gets ready to disembark, but even as he leaves, he hands over his visiting card to Mr Silent Guy. It is then that the identity of the silent co-passenger is revealed. It is a bright red balti (bucket)!
The bucket here is symbolic of a person who does not respond and has nothing to share. Subtle humour plays a role which runs as a thread through the commercial. The bucket is shown as the anti-thesis of ibibo.com. It is the most inanimate of objects, which represents everything ibibo.com is not. ibibo.com is alive with thousands of Indians expressing themselves and bonding with others as they are empowered to create, collaborate and connect with each other. This summed up in the VO, “Kuch log balti hote hain, aur balti nahin bolti, bolta hai India ibibo.com par. Toh banao naye dost aur karo bond on ibibo.com”.
Shiveshwar Raj Singh, Creative Director, Draft FCB-Ulka, said, “The brief we got from ibibo.com was to capture all the aspects and put the entire communication under one roof. We released the TVC on December 17 on all major news channels like Times Now, Aaj Tak , NDTV 24x7, etc. The commercial broke on Star and HBO on December 23. We will be airing the TVC on GECs, sports and movie channels soon. The second commercial in the ‘balti’ series will hit TV screens by January 15.”