'Khayal Rakhenge Khush Rakhenga resonates with new-age couples'
Amit Sharma, Director, Producer & Co-Founder, Chrome Pictures talks about the campaign for Lloyd's Grande air conditioners featuring Deepika Padukone and Ranveer Singh
Amit Sharma, Director, Producer & Co-Founder, Chrome Pictures, at the age of 24 dived into the world of advertising and it soon became his playground. Some of his clutter-breaking work include the TVC made for Lifebuoy’s, ‘Help A Child Reach Five’ and the TVC for Google Search. A lot of his work has resulted in awards such as Cannes Lion and Young Achievers Awards to name a few.
In 2004, he along with his partners Aleya Sen and Hemant Bhandari started their very own production house, Chrome Pictures. Recently, Chrome Pictures and ad agency Mullen Lintas, Delhi created the ad film ‘Khayal Rakhenge Khush Rakhenga’ for Lloyd's Grande air-conditioners. The ad film features newly-weds Ranveer Singh and Deepika Padukone, highlighting a beautiful depiction of love and care between couples.
Sharma speaking about the ad film commented, “Khayal Rakhenge Khush Rakhenge, who could have said it better than my favourite couple Deepika Padukone and Ranveer Singh? The idea was to capture a defining moment in the couple’s marital life that they share together. What was beautiful to me was the concept of love and care that each couple shares. Through the TVC, we were able to show the loving concern and emotions that couples share in their daily lives. I have tried to showcase Deepika and Ranveer as a real-life representation of young, new age couples and their bond which also resonates with the latest Lloyd campaign and the sentiment behind it. This was my first assignment with both Deepika and Ranveer. Their chemistry both onscreen and offscreen worked magically in our favour”.
Under Sharma’s direction, Deepika Padukone and Ranveer Singh have given the TVC the required freshness it deserves especially since this is the first time the couple shared the screen post marriage. Amit Sharma, Director, Producer, Co-Founder, Chrome Pictures spoke to exchange4media about producing the ad film ‘Khayal Rakhenge Khush Rakhenga’ and how the film was executed.
Brief and Insight
The brief that was shared with Chrome Pictures was very simple. The client wanted to showcase Deepika and Ranveer as a real-life representation of a young, new age couple and their bond which is also synonymous with Lloyd campaign and the sentiment behind it. The campaign is a slice of life take on the unseen chemistry as husband and wife, with Lloyds products playing a crucial role in how they take care of each other and show their love in little ways that matter the most.
My vision was to create an environment where Deepika and Ranveer felt at home and to capture the nuances that come out while they act, so it can resonate with the brand’s values. Being young, versatile and performance oriented, they seemed a perfect cast. I think we managed to do it well. Integration of the ad campaign The brand targets young Indians who aspire to live fuller lives and value products with technology that helps them to lead better lives. The campaign highlights innovative technology combined with a fun element.
The art of storytelling according to you is…
To convince my self first and if I am convinced I can convince anybody.
Industry experts weight in: Was the ad film really captivating and did it instill brand recall?
Anusheela Saha, Group Creative Director, Delhi, FCB Ulka opined that the commercial has done certain things right. Like taking on the most talked about couple and utilising their on-screen chemistry. Saha, however, feels that the brand isn’t given enough prominence. “I miss the brand. It's almost as if it was an afterthought. The super couple could well have been endorsing anything else, any other home appliance”, remarked Saha.
The air-conditioner market is fiercely competitive states Raghu Bhat, Founder & Copywriter, Scarecrow M&C Saatchi. Emphasizing that the segment is driven by aspiration and also functionality. “Getting ‘Ranvika’ as brand ambassadors will garner eyeballs in the first viewing but may not lead to a lasting recall. The reason is that it lacks a unique and relevant AC benefit. The commercial needs to create a convincing technology proposition. Rapid cooling doesn't come across as something new”, commented Bhat.
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