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VGN’s new campaign seeks to make a home out of a house

25-September-2008
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VGN’s new campaign seeks to make a home out of a house

‘Home is where the heart is’, though a much hackneyed saying, rings true. While any structure can provide shelter, it takes a special home to lure one back to its fold with anticipation of warmth and comfort. This is the premise on which TBWA Chennai has based its TVC for Chennai-based real estate developer VGN.

There was a time when people used to return home at 5-6 pm straight from work. While today there are some unavoidable factors that keep people out of home for longer hours – increased workload, traffic jams, longer travel distances – people often delay returning home even when they are free. Instead they prefer staying back in office or hanging out with friends till late at night, returning home only to get some sleep before beginning another hectic day. Why is this so?

The TVC for VGN addresses this point. The film opens with an executive killing time in office with no work even as his wife visits an astrologer with her children still dressed in their school uniforms in tow. The executive is seen leaving office only to join his wife at a late night political meeting, where no one is present except this executive’s family.

The next scene moves to a restaurant, which is ready to close shop for the day. However, it has to stay open as the executive and his family prolong their stay even as all other patrons have long left. Next, they visit an electronics goods shop where they look at various TV sets on display before driving off to the beach, where the night watchman asks them to go home as it is very late at night.

The family returns to its apartment, but is not too keen to enter it. The TVC ends with the VO stating: ‘Need a home you love coming back to? Maybe you should give us a call.’ This is followed by the telephone number of VGN’s local office.

Josie, Senior Creative Director, TBWA Chennai, said, “The idea came from the thought that there was a time when people returned home early from work, but today people preferred to stay out till late. This got us thinking what these people were doing out there. As an insight the idea was fantastic, but how that was converted into creative, I think it is some magic that happened.”

Though VGN has been a land promoter since 1942, it forayed into residential projects only four years ago and, therefore, there was no identity as such for the company when it came to constructing residential projects. The brief given to TBWA was to create an identity for VGN as builders of happy homes, which came out of a disruption exercise. PC Amarnath, VP, TBWA Chennai, said, “We had a one-day disruption day with the client and this idea popped out during the ‘disruption session’, thanks also to the unanimous consensus to this idea.”

Amarnath lauded the client’s boldness in accepting the idea suggested by the agency.

“It took time to convince the client. I am happy that the commercial went on air without even a single piece of correction. When your budget does not match some of the biggies in the business, you have to do things differently or else you will just be a ‘me-too’ player in the business,” Josie noted.

On the very first day of the launch of the commercial, VNG has reportedly received nearly 1,000 SMS enquires. TBWA is now rolling out the second set of ads from September 25, which would speak about the amenities in the new residential projects. TBWA has created four different 20-second short commercials. “It would definitely transform the image of the brand. Image transformation cannot happen overnight, but it is a good start. When VGN launches its next project, people will definitely get positive vibes,” Josie added.

The commercial was shot in different locations in Chennai. Amarnath refused to give the budget, but said that considerable amount of money was spent on shooting the commercial, which is currently on air on channels like NDTV, CNN-IBN, Times Now and Sun TV, and supported by print ads in The Hindu.

Vidya Sankar, Senior Account Director, TBWA Chennai, “It would have been easier to tom-tom VGN’s laurels, but we did not want to do that. We always ensure that we don’t do advertising like everybody else does. The client also had the guts to think on the same wavelength. The client also knew that if they do ‘me-too’ advertising, the player who has got more voice in the media will dominate. So, how do you make homes where people would love to come early to? Maybe people would like to return home early if they had all the things they wished for at home. This is the message of the TVC.”

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