Yellow Pages can be a lucrative referral point and be a good business guide for not just professionals across categories but also everyone else. It is this message that Cell18 gets across in the recently released TV campaign for Infomedia Yellow Pages. The TVC broke on channels like Colors, MTV and the Network18 channels on March 4 and would be on air for two months.
Zubin Driver, Head, Cell18, has written the film while it has been directed by Harish Tiwari.
Commenting on the film, Driver said, “The brief we got from Infomedia Yellow Pages was that the TVC needed to drive home the point that Infomedia Yellow Pages are the preferred choice for not only professionals across categories but everyone else.”
“The basic concept is ‘Jo dikhta nahi hain, woh bikta nahi hain,” he added.
He further said, “The challenge before the director of the film, Harish Tiwari, was that it was a very exciting script, but a not-so-exciting budget, and there were a lot of time constraints as well.”
Block shots have been used throughout the film to give it a photo album effect that tracks the lives of two mischievous Punjabi twin brothers (Happy and Lucky). From the day they were born, to their playful childhood days, to the day when they fall in love with the same girl – everything has been captured in the album. However, their lives take a turn when they start their own business. While Happy puts all possible offers on his products, Lucky calls Infomedia Yellow Pages the minute he starts his new business. Happy fails in his venture, while Lucky gets all the fame and customers.
“The ad isn’t an outright comedy with no head or tail, Cell18 has very wittily communicated the idea of advertising on Infomedia Yellow Pages, using a very light approach. From the costumes, to the style, the shops and everything that surrounds the characters, have been meticulously chosen and included in the film to give more depth to the characters. Every element used in the film has been carefully selected and put where it is,” explained Driver.
The music for the TVC has been composed by Adrian De Souza, while Prince (Ghanta Singh of Radio One) has done the voiceover.