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Air Deccan spot enters Limca Records

16-February-2007
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Air Deccan spot enters Limca Records

The 150-seconder named ‘The old man and the sky’ from Air Deccan has entered the Limca Book of Records 2007 as the longest running television campaign in the country. This television campaign, the first and the only one so far from the country’s first and the largest low-cost airline, was released in the middle of last year on select channels.

The old man and the sky campaign was created by Orchard Bangalore and was directed by Manoj Pillai of Thinkpot Ad Production Company Bangalore and had a running length of 150 seconds!

The ad mirrors the emotions of millions of Indians who can now fly, thanks to Air Deccan. The film touches the common man and leaves a lasting impression on everyone. The main character in the film was played by national award winning Malayalam actor Murali, who is also famous in Tamil films.

Apart from the latest accolade from the Limca Book of Records, the film also bagged various awards in several platforms, including the Abbys, Bangalore Ad Club, Goa Fest, the Effies and several others.

Shot over three days in the scenic and sylvan Pollachi area of southwestern Tamil Nadu, the film narrates the emotion of an old man who gets to fly for the first in his life after his son sent an Air Deccan ticket to him.

The story revolves around the theme of empowering every Indian to fly by offering affordable airfare. Among other firsts, the film can lay claim to is the pre-announcement about the ad and telecast timing in various channels.

‘The Air Deccan film is certainly a most memorable piece of work in my reel, and has won me more admirers than anything else. The Limca Book of Records mention is certainly a morale booster and shows that ads needn’t be restricted to 30 seconds alone. If you’ve a powerful story by all means take the time required to tell it; it will be money well spent, as it will keep playing in consumers’ mind. Why then would you need a repeat telecast?’ is how Pillai reacted when contacted for his comments.

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