Taking user participation a step further, Sulekha.com, an online social networking and classifieds platform, will be using a commercial created by one of its users from the US for its international campaign. A home video shot by Pranab Bhowmick from Bay Area, California, in 2007, has now been re-shot and adapted by the portal for the television medium.
The campaign would be unveiled in India only in the next quarter after Sulekha’s movie ticketing feature is available in the country.
Speaking on the initiative, B Sridhar, Director-Global Branding & Marketing, Sulekha.com, said, “The commercial was shot by a loyalist of Sulekha.com, which we stumbled upon on YouTube in 2007. When we decided to launch a new commercial, we thought that this was a nice idea and use it for the latest campaign.”
“The campaign will be aired in the US initially, then in Toronto. We will bring it to India only in the next quarter, after we launch the movie ticketing business in the country. We will be targeting all the Indian channels as well as radio and print. We will also have activations surrounding this during the course of this campaign.”
Commenting on his commercial, Bhowmick said, “As a gesture of my fondness for Sulekha.com, I decided to create this advertisement and uploaded it on YouTube.com. I never imagined that the company would approach me and actually use it to run a campaign.”
The advertisement talks about a couple who relocates from India to the US and discovers Sulekha.com. The couple describes, in a humorous way, how they have used the services offered by Sulekha.com during the last few years of their lives. The TVC was shot by Film Park Productions under the creative supervision of Debdarshan Dutta.