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Red Chief ropes in Prabhu Deva to direct ‘filmi’ TVC

21-August-2012
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Red Chief ropes in Prabhu Deva to direct ‘filmi’ TVC

Red Chief has unveiled a television commercial that aims to connect with the youth who are driven by Hindi movies and idolise Bollywood actors. The TVC was shot in Bangkok.

Choreographer and Director Prabhu Deva directed the advertisement featuring Virat Kohli, who has been associated with the brand since a year. The production was handled by Cornerstone Sport and Entertainment, and Whacky Films. It was executed by Primetime Communications, Delhi.

Sudeep Bhatia, Partner, Primetime Communications said, “The brief given to us was that the commercial should be action-oriented and the product should be highlighted, without it being showcased violently. Prabhu Deva, through his distinguished style of direction, has given the commercial a different dimension. It is interesting as it is filmi, yet classy and commercial.”

By getting Virat Kohli on board as the brand ambassador, who is a youth icon, the brand wants to reach mass base of aspiring youth of India.

The TVC portrays Virat Kohli entering a particular area on a bike and some goons eyeing him. The goons chase him, post which he comes neck-to-neck with the thieves, whom he curtly says “Bahut bhaag liye nah, chal ab udte hai” and jumps with the goon from the building. The commercial ends with the tagline stating ‘Think on your feet’.

“The brand aims to address the youth in the age bracket of 18-35 in tier I and tier II towns. We plan to promote the commercial through in-cinema promotions. Tie-ups and associations are also in the pipeline. Amplification plan is already underway on all the news channels across the country. The total spend on the TVC was Rs 10 crore,” shared a Red Chief spokesperson.

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