Radio City 91.1 FM has launched a 40-sec TVC titled ‘Baal Baal’, to promote the station’s new proposition of ‘Whatte Fun’. Spilling fun and depicting its new vibrant brand outlook, the TVC was created by Rensil D’Silva and Anup Chitnis of Meridian. The production of the TVC has been done by Abhinay Deo of Ramesh Deo Productions.
The TVC begins with a bald robber who has escaped from prison, entering a barbershop. Here we see that it is almost closing time and a disinterested cleaner is sweeping the remains of the day. The nervous robber sits on the barber stool, puts a cloak around his neck and looks around, only to find two strands of hair on the table. In his nervous state, he quickly sticks these two strands of hair on his head. Then the door of the shop opens again, and an inspector enters along with a constable. They look around the empty shop, and the cop walks towards the robber and removes a photograph from his pocket. This photograph is a splitting image of the bald robber. The only difference is the two strands of hair on the robber’s head now.
After some introspection, the cop notices the two strands of hair and shakes his head in disapproval, and apologises to the robber for the inconvenience. The robber looks stunned by the cop’s behaviour. Then a super appears with a voiceover: ‘Baal baal bach gaye.”
On the campaign, D’Silva said, “The brief was to talk to the ‘hesitant believer’. We needed to connect with these people. They are the kind of people who have always wished to do a lot of things, but feel shackled. Hence the brief from the client was to position the radio station as a ‘facilitator’ to the hesitant believer. In thinking through, we felt that what we were seeking was a behavioural shift and this could be possible only if an attitudinal shift occurs -- the shift of ‘not taking life too seriously’ or as we put it, ‘unclogging the mind’. This was the rationale behind creating the new zone of fun, so that when listeners tune into the station, they experience a sense of unshackled spontaneity and associate that with the brand.”
D’Souza further explained that the 360-degree TVC actually started with a song for the radio station, which was composed by ace music directors Vishal and Shekhar. This song established the ‘Whatte fun’ tone and mood. This song was shot to a music video by Rohan Sippy and is being aired on music channels and theatres. It is being aired on Star Plus, Zee TV, Sony TV, SAB TV, Star One, NDTV 24x7, NDTV India, CNN-IBN, Zee News, ETC, Zee Music, Channel [V] and MTV. The target audience is the working executives and housewives.