The central idea for this ad film was to draw in the attention of the audience through a relatable narrative while seamlessly weaving in the SWP Scheme in a novel way.
The setting for the film revolves around a successful young woman and a deep bond that she shares with her father. Narrating slices of life that highlight their relationship, the story unfolds finally on what looks like a regular Sunday morning as you see the father ponder over his due retirement and piling bills.
Upon Maya asking her father what was wrong, he’s lost in thought as he begins a monologue of his dire state. While
Maya sympathises, she’s not even a fair amount stressed but
in fact a slight bit amused that her father really thinks that she
will let him ever feel helpless. The mother then breaks the
monologue and as she shares a moment with her daughter,
asks her husband to stop overthinking and that their daughter
has their back.
Climactically ending with the fact that it is in fact Father’s Day revealed by a text message which turns a regular-seeming Sunday into a not-so-regular Father’s Day in every way.
To begin with, it was imperative to first understand who
this ad film was targeted at as well as to understand how
the SWP Scheme as a product has the potential to positively
Through this research, Wife not only established the right target group to reach out to but also established the right messaging and communication that needs to be used for positioning the product.
Also considering SBI Mutual Fund fell under the SEBI guidelines, it was imperative to not bypass any and at the same time not let any factor affect the script.
In order to truly connect with the intended audience, the team knew that the ad film has to strike the right note and bring out emotion. This would make the ad more than just an ad, rather a touching reminder that in our successes we need to remember the sacrifices of our parents and learn to give back. And in giving back, one of the best ways would be the SWP Scheme. The objective was to make it seem as though the scheme was created first keeping in mind the welfare of those you care about while keeping investing as a concept almost secondary. This was then penned down by our team of script writers that defined each and every nuance, emotion and line that finally culminated into the film itself.
With a well thought out script in place, it was time to find the right talent that would embody the three primary characters in the film. Wife followed a careful process of handpicking the right talent through a series of auditions and screenings, keeping in mind that the emotional connect between the father and the daughter had to be on point in every scene.
Since the script revolved around a small family at home, Wife
decided that erecting a set wouldn’t justify the look and setting
that the team was going for. In order for it to truly feel like a real
family living in a real home, Wife needed just that – a real home
that’s been lived in by a real family. Wife then set out to find that
perfect home that embodied that warm cosy feeling of family
that would set the right ambience and backdrop for the film.
We finally found that home, complete with its own little
nuances overlooking the sea at Malabar Hills.
Considering the screenplay, and the meticulously made shot logs, the shoot was absolutely smooth and used quality equipment that enhanced the film’s look greatly. And as they say good pre-production guarantees better post-production, was what made the film making process a success. With the principle aspects completed, it was now time to meticulously put the final film together with the right sound and various rounds of edits in order to execute a crisp and engaging film. With great performances from the cast, it was now the job of the music director to enhance that emotion with the a tune composed for this very film.
All said and done, the final film itself was a truly emotional and thought provoking ad that really connected with audiences rather than being just another blatant product ad trying to capitalise on an occasion like Father’s Day.
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