Videocon has launched a new TVC bringing two of India’s youth icons together. Titled ‘Whatever role life gives you, play it big’, the TVC features Shah Rukh Khan and MS Dhoni, with the concept of role reversals.
O&M is the creative agency behind the TVC, with ECD Sumanto Chattopadhyay having worked on it. Pushpendra Mishra of Flying Saucer Films has produced and directed the commercial.
On the strategy, Jyoti Shekhar, VP-Marketing, Videocon, said, “The communication strategy for the TVC was to put forth the message, ‘Whatever role life gives you, play it big’. Over the years, Videocon has emerged as champions both internationally and nationally, and communicating this was the strategy for the current TVC.”
On the insight, Chattopadhyay explained, “We asked the question, ‘What is common to brand SRK, brand Dhoni and brand Videocon?’ The answer we arrived at was that all three exuded the essence of New India: If you had the ability and ambition, the world is your oyster. Videocon shares the same spirit. The ambition of becoming an Indian multinational has been fulfilled, by strategically acquiring and turning around international companies and brands. Further, Videocon has brought TV sets and other consumer durables within the reach of the middleclass Indian consumer, thus helping him fulfil his desire to be a part of this New India that leads a new, improved life.”
On the challenge, Chattopadhyay said, “When Videocon appointed Ogilvy a year ago, with an aim to give the brand a makeover, the first decision taken was to change the communication platform from the inward-looking ‘Indian multinational’ to the more consumer-oriented ‘new improved life’. This new platform better reflected the marketing strategy which was articulated as ‘democratising luxury’.”
The TVC begins with two brothers separated at a ‘mela’, who are then adopted by two different families that have different interests. One family is heavily into cricket, while the other has a mania for Bollywood. Both brothers are seen growing in their respective environments. Gradually, the two are shown to grow up as stars in their own ways, but with role reversals –SRK playing Dhoni’s role, and vice versa. The brothers are then shown to reunite in a pure Bollywood style, through the medium of a locket ‘V’ of Videocon.
The locket is what brings the brothers together in the film, thus giving Videocon an intrinsic role in the story. The whole nation is then shown to rejoice at the reunion and adopts the ‘V’ locket as a token of their identification with the duo. This element of the communication thus is an attempt to give a larger-than-life image to Videocon.
The campaign begins with this TVC, and will betaken forward with print, outdoor and some in-store promotions. The brand has tied-up with PVR multiplexes for cinema promotions, while radio partner is Radio Mirchi.