Indian Advertising

LAMB CHIRPS!!

CHAPTER 1:A brief macro view of the Indian

Advertising scenario…

Client has a Product And a desire to communicate

Briefs the agency

Agency works out a campaign on the basis of an idea

Campaign would consist of Print, TV, Outdoor, Web, Direct Activities etc…

CHAPTER 2How an ad film gets made in this country…

CLIENT/AGENCY PERSPECTIVE

Idea – Script/s – Testing the script/s (Animatics, Storyboards, Narrimatics) – Research results would help client choose between scripts – gut v/s research

Production House finalization – shortlist of directors – showreel.

Script/Animatics sent – treatment discussed with director – cost worked out by producer – cost sent – bargaining – producer finalized on basis of showreel, cost and treatment. cost approved – estimate raised – work begins…

PRODUCTION HOUSE PERSPECTIVE

Script comes in…

Director decides to do/not do the film – talk of trigger, excitement, novelty value, prestige et al.

Costing happens

Approval

Scheduling

Remember Sundays, Anniversaries, Daughter’s birthday, Holidays, Doctor’s appointment, buffers, etc. :-)

Crew Selection

Key personnel like D.O.P, Art Director, Costume Stylist, Storyboard Artist, Music Director, Editor, Sound Engineer.

Reccee

Casting

Briefing key members

Storyboard

Preparing for the PPM

PPM

Tripartite meeting between the Client, Agency and Production House.

Longer PPM vs. Longer Presentation.

Preparing for shoot

Final BriefsChange in BriefsHires and PurchasesTech RecceeLook Test WorkshopsConstructionPermissionsBookings

Shoot

POST PRODUCTION

ProcessingTelecineOfflineOnlineSound

PresentationChangesCut downsLanguagesFilm goes on air

CHAPTER 3Case study… Nokia 2690…

The background – Nokia losing market share – New product with unique USP – Memory

The script

Key decisions

- Where to shoot?- Where to cast?- Decision on key players- Designing the car- Designing the product window- Art Direction of the place- Designing the look of the characters

PPM

Shoot2 Day Shoot.1st Week of May. Thavla, Pushkar, Rajasthan.

50 Degree Celsius!!!!!!!!!!!!!

Post Production – Offline – Online – Sound

Rest they say is HISTORY… effective communication translates into actual sales…

CHAPTER 4:JUDGING THE GOOD, THE BAD AND THE UGLY…

An ad as a film… not how effectively it translates into salesFrom a viewer’s perspective.

1. IDEA – engaging/entertaining/informative

Are viewers enjoying the commercial?

Is it giving viewers information which might be useful?

2. MEMORABILITY

Is the net outtake the desired one?

Is the brand name becoming TOM (top of mind)?

Will it help in selling the product? Build an image?

3. EXECUTION

Direction?

Photography?

Casting?

Music?

Editing?

Overall finesse?

CHAPTER 5:Let’s rate commercials…

Happydent

Hamara Bajaj

Erickson Mobile

Amul Macho

Bell Bajao Boman

Bell Bajao Bus Driver

Fair and Lovely

Bell Bajao Doodh

Neo Sports Gas

Nakka Mukka

Nokia

Vodafone