Attraction is in the air, and if it has upcoming Bollywood star Ranbir Kapoor, then one can be sure of a ‘flirt factor’ in it too. Panasonic’s new TVC for its Viera range of TVs seeks to infuse youthful dimension to the brand to reach the youth audience. The TVC has been conceptualised by IBD, the creative arm of Percept Ltd. The film has been produced by Rabid Films and directed by Uzer Khan.
Commenting on the various factors that the creative team kept in mind while approaching the brief, Anil Kakar, ECD, IBD, said, “The film is based on an insight – when you acquire an LCD or plasma TV, it becomes the talk of the entire neighbourhood.”
He further said, “The brand is targeted at the youth and considering India has the largest youth population in the world, who better than Ranbir Kapoor to reach this TG, taking into account his pan-India appeal.”
The commercial has been made on a budget of Rs 80 lakh. Kakar said that the agency had proposed a 360-degree approach for the campaign. Besides television, the campaign will use print and outdoor mediums. On the digital front, the agency has been developing games and virals, which integrate with the core campaign thought. Currently, they are focusing on a promotional campaign – ‘Reel to Real’ offer – which will see 100 lucky winners getting a chance to watch a movie with Ranbir Kapoor.
The TVC begins with some young women from a neighbourhood ending up in the protagonist’s (Ranbir Kapoor) house. The geeky neighbour (Kapoor in a double role), who turns green with envy, tries to outsmart his cool counterpart by bringing home a Panasonic Viera TV when his twin brother is away, thereby attracting all the girls to his house instead. The attraction to a Panasonic Viera is so strong that the women don’t really care whose house it is.