Matrix and SRK ‘Kill the Cash’
Matrix takes the ‘Don’ route for its latest TVC, featuring the Kolkata Knight Riders, for Matrix ForEx Cards.
Matrix has launched its latest TVC for the Matrix ForEx Cards starring Shah Rukh Khan and key players from the Kolkata Knight Riders team. The commercial follows Matrix’s tie-up with the KKR team for Indian Premier League Season 4 as Principle Sponsor. The TVC, created by Equus Red Cell, was released on-air on May 19, 2011.
The TVC first attracts attention for the use of the ‘Don’ theme. Swapan Seth, Founder and CEO, Equus Red Cell, divulged that the forthcoming release of the movie played a role in taking the ‘Don’ route. In a conversation with exchange4media, he said, “We thought the theme would generate greater curiosity. In fact, it was SRK who kindly offered it since he loved the idea and the film.”
In the ad film, SRK and his team players are arrested for ‘killing cash’. Much like the movie, the commercial also includes a chase sequence, followed by an interrogation, where ‘Don’ and his team members speak on why cash had to die. Sharing more on what led to the use of this thought process, Seth said, “The idea of humanising Cash was interesting. Then to create a murder, a chase, an arrest and consequent interrogation of SRK and the KKR Knights was all a juicy plot.”
The TVC is planned to be on-air for at least another four weeks. In an earlier conversation, Matrix officials had informed that the brand was looking at spending around Rs 18-20 crore in the campaigns around KKR. The campaign would be seen in print as well.
Matrix has been niche in the manner it has advertised, but associating with a platform as large as the IPL would take the brand to a broader level of connecting with consumers. This was the reason to partner with KKR and the IPL in the first place, and this latest commercial is another step in that direction for Matrix.
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