Taali Media’s new digital film seeks to reinvent social ties in a digital age

The film is live on Cocktail Crew India which is India's first and largest ‘drinkstainment’ channel

e4m by exchange4media Staff
Published: Oct 28, 2018 6:00 PM  | 3 min read

Taali Media India, a strategic and creative brand consulting agency’s new digital film titled #TheIcebreaker, is a hard-hitting but humorous commentary on the negative influence of social media and is intended to persuade viewers to question if they are being their authentic selves, especially in the company of friends.

The film is live on Cocktail Crew India which is India's first and largest ‘drinkstainment’ channel. The lead actor in the digital film is rising Bollywood star, Divyendu Sharma, who has starred in blockbusters such as Pyaar Ka Punchnama, Toilet: Ek Prem Katha and Batti Gul Meter Chalu.

Taali’s film is set around the theme of a house party. It revolves around a group of friends who are invited over by the host (played by Divyendu) to announce and celebrate a life decision that he has made over a Cutty Sark drink. Cutty Sark, premium Scotch whisky serves as a brand placement in the film and is a brand in Taali Media’s portfolio of clients.

The film highlights the extent to which people pretend to be leading a perfect life until the party host announces his decision of having quit his job. His friends try to convince him that it is a reckless decision. Resolute in his decision, the host shares his feelings of depression and points to his friends leading an unreal life, built on castles of pretentiousness and societal acceptance. This helps everyone break through their carefully constructed social personas of perfection and success. They start sharing about their own lives which do not paint a rosy picture and is far from the truth they have so far projected. The film ends with the friends heaving a sigh of relief as they emerge in rapturous laughter while sharing a drink of Cutty Sark.

The central message of the film ”Be honest to yourself”, asks users to examine their current predicament and just be their ‘honest’ self, with and among friends. The need for perfectionism is on the rise among millennials globally, as per research1 published. A worrying result of this trend that is seeing an increase in the Indian context as well is that it can lead to mental health issues. The youth population that is vulnerable to this threat is burgeoning. India is set to become the youngest country by 2020 and will have 410 million millennials by then.

“Taali is rooted in conceptualizing brand campaigns that are high on consumer authenticity and in creating conversations that are relevant to audiences, which resonate with the ethos of the brand we represent at the same time. Our digital film that launches today showcases this”, said Pushpanjali Banerji, Director, Taali Media.

“The key insight for our new short film is derived from our very own lives and that what is informed by popular research today. As the use of social media continues to evolve, the concept of presenting our ideal selves versus our real selves has become more and more prevalent on social media platforms. We have married this raging debate of the influence of social media with the context of a rapidly evolving Indian who prefers to socialize with friends over a drink,” she added.

The digital film #TheIcebreaker is the brainchild of Taali that specializes in working with premium spirit brands since 2011. It serves to highlight Taali’s conceptual and production prowess in alcoholic beverage marketing. Taali works with leading brands such as The Macallan, Cutty Sark and BOLS Amsterdam – Liqueurs, Brandy & Rum, Club Mahindra, Panitek, among others.

Launched just ahead of the festive season, the digital film intends to generate buzz and targets millennials who prefer to drink premium whisky, vodka and wine.

The film:

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