As the Ganpati festival culminates today in Mumbai and the rest of Maharashtra, Tata Docomo joins in the joy and frenzy with a TV campaign around the 10-day festival. conceptualised by DraftFCB+Ulka, the animated TVC showcases different symbols that are very close to the festival – the rituals, the deity, and the devotees.
The TVC, which broke across all entertainment and news channels on August 28, has animations done by Famous Animation and re-scored by the composer of the original theme, Ram Sampath.
According to KS (Chax) Chakravarti, NCD, DraftFCB+Ulka, “The idea was to join the people of Maharashtra in celebrating their favourite festival with the same energy and joy that they show.”
He further said, “The brief to the agency was simple. The idea was to create a TVC specifically for Ganesh Chaturthi that captured the sentiment and spirit of the festival. Ganesh Utsav is originally a Maharashtrian festival and is celebrated with great enthusiasm, song and dance across the state. While the TVC had to have the essential symbolism of Ganesha, the execution and look and feel had to be edgy.”
“Along with the TVC, print and a lot of OOH ads have also been put up, along with in shop banners, etc.,” Chakravarti added.
“The Tata Docomo logo lends itself well to creative interpretation, which was displayed excellently with this Ganesha TVC. We brought the brand essence of ‘Do more’ by animating the logo to capture different flavours of the Ganpati festival, like the ‘torans’, ‘diyas’, ‘ghantis’, people dancing and so on,” explained Kulvinder Ahluwalia, GM, DraftFCB+Ulka.