Wagh Bakri has won the ‘Best Ad Film’ at the 5th Dada Saheb Phalke Award for its four-minute long film titled ‘Rishton Ki Garmahat’.
In the past, the same title has been bestowed upon ad films like Lifebuoy Gondappa and Google Reunion.
The long format Wagh Bakri film conceptualised by Scarecrow Communications was launched on Republic Day this year and was aired over 100 times on a single day through specially created slots. The film looked at mending relationship at a time when we all are so absorbed in our work lives using an emotional route. The film is also one of the most shared films on the digital platform and has been appreciated by a wide audience.
Commenting on this achievement, Manish Bhatt, Founder, Director, Scarecrow Communications, said, “This film is one that is very close to our heart. Every tea ad is about rejuvenation, but this ad was about rejuvenating relationships, which was also the high point of the 122-year old brand and so we used the phrase ‘Wagh Bakri Chai, Rishton mein garmahat laaye, Hamesha rishtey banaye’. Also, it was one of the longest communications in the category with a very unique launch. On January 24 and 25, we ran a 15-second teaser campaign on 10 news channel covering the visit of President Barack Obama and on the main day, January 26, the full four-minute long film was aired for 100 times. So, the entire approach was very different and experimental.”
He further said that the film also acted as a gentle reminder to people getting busier in their work lives. “Also, it has been seen that usually in long format films, the role of the product gets side-lined, but here it is an out-and-out tea story and in the end, we have romanticised with the product in an interesting way.”
The 2015 jury comprised Vijay Bhanushali, film director and Head of Shemaroo Entertainment Animation Division, GL Bhardwaj, National Award winning veteran filmmaker, Prashant Sehgal, filmmaker and DC Singh, Academician, Film Researcher and Producer.
For the record, the Dada Saheb Phalke Film Festival is a not-to-profit, non-commercial and India’s only independent film festival with a mission to celebrate the cinema and work of aspiring, young, independent and professional filmmakers.
The festival is important for the Indian film industry as it is organised on April 30 each year to mark the birth anniversary of the father of Indian Cinema, Dada Saheb Phalke by the film fraternity across India and the world. The festival has sections for feature films, short films, documentaries, animations, music videos and ad films.
Watch the ad here