Percept Picture Company (PPC) has announced its plan to produce the next ad film for Siyaram’s with a budget of Rs 2 crore. The company has also signed on international model and actress Catherine McQueen for the campaign, and the film is scheduled for a national television release by October 2007. Percept H is the creative agency for the brand.
Preet Bedi, CEO, PPC, said, “Indian audiences have literally grown up with the ‘Coming home to Siyaram’s’ campaign. It has always been a cult advertisement and a very prestigious account for us. Keeping in sync with the previous campaign values, our endeavour will be to further strengthen the brand with our very contemporary, yet futuristic ad film.”
N Gangadhar, VP-Marketing, Siyaram Silk Mills Limited, “Our advertisements have always portrayed the strong values and culture of India, to portray the trust and quality that the brand stands for. This advertisement will stir the aspirational values with the strong emotional connect of being an Indian, who has arrived in life.”
Talking more about the ad film, Gangadhar continued, “The film showcases the Siyaram man as an achiever who is deeply rooted with Indian values and culture, and is proud about his lineage -- proud to be an Indian.” The film will be directed by Raj Kaushal and will be shot in Jodhpur, in mid-September 2007.
Previously, Siyaram’s had featured Boris Becker in its earlier campaign along with Dia Mirza. The likes of Bipasha Basu, Lara Dutta, Deepti Bhatnagar, Anupama Verma, Apurva Agnihotri, Dino Morea and Bikram Saluja have also been a part of the campaigns in the past.