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Vyas Giannetti Creative’s TVC for Aditya Birla Group focuses on multi-ethnic character

Vyas Giannetti Creative’s TVC for Aditya Birla Group focuses on multi-ethnic character

Author | Pritie S Jadhav | Friday, Jan 27,2006 7:54 AM

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Vyas Giannetti Creative’s TVC for Aditya Birla Group focuses on multi-ethnic character

Vyas Giannetti Creative (VGC) has taken the thought forward of ‘Taking India to the world’ by creating another visually magnificent ad for the Aditya Birla Group (ABG). The ad film is very high in its production value and depicts the complete mythological world of the Group.

This new film takes the next step in depicting the Group as the meeting place of cultures. Elaborating on the strategic evolution, Atul Hegde, Vice-President, VGC, said, “After introducing the Group as the first Indian multinational, the objective of this year’s film, was to depict that people from various ethnicities work in it as a team. Thus, the fact that the Group employs more than 72,000 people of over 20 nationalities becomes the commercial’s leitmotif.”

The launch of the advertisement follows a strategic planning with the promos of the TVC on NDTV and a contest on CNBC, which began on January 24, and the launch of the film on January 26, thus coinciding with India’s Republic Day celebrations.

“We have maintained the creative feel of our last year’s film in this new film and we see this as Chapter Two. The book that we started with the first ad, where taking the Group’s global presence and vision as a base, we affirmed that the Aditya Birla Group as a multinational had achieved a pinnacle of success, and in doing so, had helped India achieve the same dizzying heights. This book will come together with many of the chapters coming together, which will keep unfolding. This will be another long running commercial,” articulated Preeti Vyas Giannetti, Chairperson and Chief Creative Officer, VGC.

This film has been directed by Yariv Gaber, who had also directed last year’s film. Hegde added, “The film was a colossal challenge to co-ordinate as it was conceived in India, shot in Hungary and post production was done in Canada and Israel. To begin with, each frame was painstakingly sketched out, each and every background was painted, in fact, the crew in this phase is the same that worked on the backgrounds of the Hollywood blockbuster ‘Lord of the Rings’. The next stage was creation of two-and-a-half minute animatics, which brought the frames alive. Once this was approved, the final stage was the creation of the shoot storyboard. In all, 408 sequences were meticulously shot, which were then edited to 58 for the final one-minute edit.”

Digital master Ilan Bouni took care of the post-production work. Here the film’s background and footage of the actors (shot separately in a studio) was digitally cohered to create the film’s surreal imagery.

Using ‘Vande Mataram’ as a base, French music director Phillipe Gozlan created a sonic sketch of Aditya Birla Group’s multinational character. He blended music from Tibetan, Indian, Middle Eastern and Western cultures to come up with the powerful soundtrack.

A team of 500 highly charged creative technicians worked across three continents for eights months to give shape to this commercial, making it one of the most expensive Indian ad film ever made.

The TVC will be aired only on news channels with innovation on the cricketing channel.

Tags: e4m

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