The commercial is written to communicate the synergy between the brand and the extension – by putting forward the faces of CNBC-TV18 reassuring the users that the website and the app are no different from the channel – and in fact are closer to them than before.
The commercial identifies the website and the app to be beyond an adaptation of the channel – by offering much more and creating a more personal relationship with the user.
Wife strategised and executed body and soul of the ad film right from
conceptualising, scripting, pre-production, casting, production, direction, art
direction, line production, post-production including edit and packaging,
sound designing, VFX and beyond.
The film was packed into a 2-minute crisp digital ad film while stylish 30-seconders were created for quick viewing and for the purpose of advertising on digital mediums and television. All this, simple because the film was created with a vision that its modular in nature and can have 6x more reach to diverse audiences for its diverse products.
The CNBC-TV18.com ad film was no less than a Bollywood of Business multi-starrer and while that was a serious strategy to gain maximum eyeballs, while creating a balance between the channel and its digital sibling, it also brought in challenges to make sure we create mileage for each and every vertical of business news and otherwise and also for each of the character leads.
The script was carefully written and thereafter directed to strike a balance between all things technical yet take creative liberties in order maximise impact and optimise reach.
Real Happily Ever Afters exist, if and only if a particular form of communication not only meets its objectives, but beyond. It’s imperative that the same is sustainable and timeless, one that tricks the tricks of time itself and continues to bring equity to the brand no matter when. And of course - anywhere; everywhere.
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