1. the ADS WE love
we aren’t too
big on the box
when it’s not
showing Mad
Men or TOPGEAR.
After months of
twiddling their
thumbs, Ad guys
have finally
gotten off
their perch and
put out some
banging good
break fillers.
Here ’s the story
of those ads
told by the men
who can sell
another apple
to
Adam!text: shruti gattani
94 October 2011 fhmindia.comfhmindia • fhmindia fhmindia.com 95October 2011fhmindia • fhmindia

2. the ADS WE love
What was the concept behind the
Levi’s Legacy film?
The concept was to capture the energy
and positivity of the contemporary
youth movement. We wanted to take
viewers on an emotional journey into
the lives of young people expressing
their hopes and dreams for a better
world. Through depictions of pioneering
youth, the film demonstrates how the
next generation is seizing the day to
bring about change.
That’s intriguing, but why did you
choose this particular concept?
Today’s youth is making choices that are
different from their parent’s and the
previous generations. They are
embracing news mediums – like
technology – to enable social change
and are charting new paths inclined
towards challenging the status quo and
achieving personal fulfillment. Young
people are stepping up to work towards
progress and are challenging us all to
leave the world better than we found it.
And Levi’s jeans are being embraced as
the uniform of common sense and
optimism.
The film covers large parts of
Germany – from Berlin to the Baltic
Sea. When were they shot and how
long did it take to film the entire ad?
The scenes were all shot within five
consecutive days and nights last spring.
It was meant to be a true inspirational
journey with the talent and crew living
together. We wanted the talent – who
weren’t models, but rather‘real people’
to live through the shoot experience, so
that that would eventually translate to
their performances.
The advertisement, which is being
aired in India, has no Indians or
Indian locations in it… Was that done
on purpose?
It was important to find a city that
I n 6 0 - s e c o n d s L e v i ’ s ta l k s L o n d o n r i o t s ,
b u ko w s k i a n d f r e e t h i n k i n g . A n a d t h at t h e
b r i t s t h o u g h t w e r e t o o g o o d f o r t h e i r ta b l e .
the
levi’s
legacy
represented change and a global point of
view. Berlin is a culturally diverse city
that it was apt for our message. In future
seasons, we plan to continue to shoot in
additional influential locations around
the globe to provide a view of other
cultures through real experiences.
What made you narrow down on The
Laughing Heart by Charles Bukowski?
We picked this particular piece of poetry
because it delivers a message of hope
and empowerment that underscores the
theme of our new campaign –“Now Is
Our Time”so powerfully. It reached out
and grabbed us with its intimate tone
and we feel it speaks powerfully to the
viewer bringing the emotion and intent
of the film to life. We also loved that a
pioneer poet and artists like Bukowski
wrote it.
The advertisement closes with the
term – Go Forth. Tell us what you
want the viewer to interpret that as?
Go Forth is a call to action and a general
attitude towards life. It urges people to
take action for their own future. It’s
about using positive energy to make a
world of your liking.
What was the idea behind lauching
Levi’s Legacy on Facebook before it
even hit TV screens?
We chose to launch it exclusively on
Facebook to tap into the social network’s
incredible power to reach an
interconnected global community. Our
Facebook partnership will reach nearly
325 million people around the world,
opening up endless possibilities to
facilitate change and inspire pioneers.
In which countries is the advert
currently airing?
The integrated global Go Forth campaign
has appeared across 24 countries in 19
languages and is acting as a rallying cry.
Some of the countries include India,
China, Japan, US, Mexico, Canada, UK,
Why did you select this
particular concept?
The brand Hero was going solo, so
we had to come up with something
that asserted Hero as an Indian
company as well as the world’s
largest in the two-wheeler segment.
India and Hero are both growing,
while India is becoming an
economic power that Hero too aims
for. We wanted to show that nobody
can stop us and there’s a hero in
everyone – Some have realised it,
while others are still in the process.
T h e H e r o a d Apa r t
f r o m t h e c at c h y
j i n g l e l o o k s t o
b r i n g f o c u s t o
h e r o e s a m o n g s t
r e a l p e o p l e .
hum
mein
hai
hero
Some are taking small steps, while
others big strides. Keeping this in
mind, we thought of the ‘Hum main
hain hero’ line and made it an anthem.
What message are you trying
to convey?
We Indians are second to none.
There’s a hero within all of us, but
we have to take initiative. Don’t give
up. Overcome roadblocks to reach
your destiny.
How long did the shoot take?
We traveled across India and shot for
11 days. We went to Manali, Rajasthan,
A n i l Na i r ,
C E O , Law &
K e n n e t h
Le n P e lt i e r ,
G l o b a l
C r eat i v e
D i r ec t o r , Le v i ’ s
France, and Germany.
Don’t you think if the ad was dubbed
in Hindi it would have reached more
people here?
We didn’t dub it out of respect for the
poem, so that it didn’t lose its artistic
expression. A poem is about rhythm and
a specific use of language. Translating it
might have ruined its intended meaning.
“ T h e FIL M WAS s h o t
w i t h i n f i v e
c o n s e c u t i v e d a y s
a n d n i g h t s . W e
w a n t e d t h e t a l e n t
– w h o w e r e n ’ t
m o d e l s , b u t r a t h e r
‘ r e a l p e o p l e ’ t o l i v e
t h r o u g h t h e s h o o t
e x p e r i e n c e , s o t h a t
t h a t w o u l d
t r a n s l a t e t o t h e i r
p e r f o r m a n c e s . ”
96 October 2011 fhmindia.comfhmindia • fhmindia fhmindia.com 97October 2011fhmindia • fhmindia

3. the ADS WE love
guitar, drums to keyboard. The music
grows on you. When we narrated the
concept to Mr Rahman, he loved it and
wanted to create something different,
so he worked hard on this one.
The ad has so many characters. Are
they real people or actors?
The ad, which is divided in parts, has a
mix of real people and actors. Many
like the gymnast and her coach, the
boy who sings and the sardar who
climbs stairs are real people. We
selected them on the spot and shot
with them. The biker sequence at the
end too doesn’t have actors. It was a
conscious decision to portray things
naturally and tell real stories.
This ad has moved the entire nation.
Are there more in the pipeline?
Of course! This is just the first
commercial and we’ve only shown 50
percent. It has other parts too, which
as of now I’m not going to reveal. Wait
and watch.
When you watch your own ad on TV,
what are your thoughts?
We are extremely satisfied with it.
We’ve sent out an honest message
with sincerity that lacks in
advertisements today. But we had
stuck to it from the beginning.
You must’ve received a tremendous
response…
Oh yes, totally! People keep calling us
to say how much they love it. In fact a
father called to tell us how his
two-year-old reacts to it. Also, the
song was used during Anna Hazare’s
campaign, which is a big thing.
After this, Hero MotoCorp sales have
grown 20%.
Talking about the ad industry, do you
think it’s going through a slump?
There’s a slowdown, but that’s owing
to the economy. Else I, think it’s doing
superb. However, today the consumer
is very smart and doesn’t listen until
it’s relevant.
So, which other advertisements blew
your mind?
Definitely Airtel, and of course Idea,
Vodafone and Cadbury. I feel Cadbury
has always done great work and add
tremendous value to our industry.
Why did you select
this particular
concept for Flipkart?
The campaign intends
to bring focus to the
services offered by
Flipkart. Services that
specifically help quell
the demons that we as
a culture have against
online transactions.
But by featuring kids
in them with adult
voiceovers, do you
think you are
delivering that
message?
Our task was to build
trust, hence the idea
to use children cos’
only they possess the
ability to trust
unconditionally. But
then we also had to
show people in typical
situations in order to
provide solutions.
Hence, we took the
classic advertising
problem-solution
format of
conversation. And to
make it more fun we
twisted things around
and that’s how we
decided to use adult
voices and situations.
All of it stemmed
from the campaign
idea – NO KIDDING.
NO WORRIES.
Speaking of the
tagline – how did
you guys come up
with that?
It’s simply what we
wanted to say - No
Kidding, No Worries.
That Flipkart’s not
kidding about their
services, so there’s
nothing to worry.
What are you trying
NOKIDDING.
NOWORRIES.
to teach the audience
with these
advertisements?
Well, we’re trying to
draw attention to the
services that are a clear
solution to the worries a
typical customer has
about shopping online.
All the ads have spunk
in them. Was it the same
on the sets, especially
with so many kids
around?
The whole process was
so exciting. It’s the little
touches and nuances
that make these films all
the more special. Full
credit to the director
Aiyapa from
FootCandles Films and
the crew who worked on
this project. The
miniature sets were
awesome, but I guess the
biggest credit goes to the
children. They totally
nailed it.
How long did it take to
shoot these ads?
There are four
commercials in total and
they took a day each
to shoot. Three are
already airing, while the
fourth one will release
during Diwali.
When you’re relaxing
at home with a hot cup
of coffee and watch
your ad on TV, what are
your thoughts?
An ad always works
differently on you when
it springs up
unannounced. When
you watch it at work,
that too repeatedly, it
sometimes takes
away the lil’ joys you
put in during the
creative process. When
you watch it
unexpectedly, you see
those joys come alive.
If you had to pick your
favourite ad…
Each commercial has its
own tone of humour, but
if we were to pick one,
then it would be the café
film where the kid says,
“That’s a classic”.
Do you think that it’s
becoming increasingly
difficult for the ad
industry to survive?
TV and press have
become very expensive
mediums, but that
doesn’t mean the use of
film or print ads have
reduced. The digital
medium has empowered
many advertisers now.
What do you think
about the sleazy
deodorant ads on
TV today?
We think they are
distastefully done.
Everyone understands
sex appeal works and
possibly more so in the
deodorant category, but
where are the ideas? We
fail to understand why
everything has to be so
brash. Moreover, we find
it demeaning as men and
as the TG.
So tell us, if an amateur
has a quirky punchline,
can he become a
creative professional
like you guys?
It all depends on their
passion and desire to
become a creative head.
Advertising is not rocket
science, but it requires
time and commitment to
watch and learn the
ropes. A quirky headline
will only help peek
initial interest.
Any other information
you’d like to add?
Kartik’s mother makes
great sambar (Laughs).
What was the concept behind this
advertisement?
AA: We identified with the
increasing popularity of BlackBerry
among the youth and realised the
need to offer a pocket-friendly plan
that changed BB’s corporate image.
KB: We wanted to show that BB is no
longer just for the enterprise, but also
for regular consumers who can now
access everything on prepaid.
How long did the shoot take?
AA: The treatment took time and the
preparation lasted 2 weeks. The
actual shoot was 2 days.
The ad completely changed the
image of BlackBerry…
AA: Yes. It made it appear more
affordable yet desirable, while also
making it the talk of the town.
KB: It totally did. The ad was
extremely popular. People loved the
jingle and could visualise themselves
as BlackBerry Boys.
The jingle is extremely catchy.
Who’s responsible for it?
AA: National Creative Director Rajiv
Rao and his team – Rajesh Mani &
Mehul Patil from O&M wrote it and
Clinton Cerejo composed the music.
The ad appeared extremely fun. Was
that the vibe on sets too?
AA: The cast was almost
uncontrollable. Everyone had a lot of
fun shooting and the energy shines
through. The ad had a simple jig, but
what made it fun was that so many
people did the same step in their
own style.
When you watch your own ad on TV,
what are your thoughts?
AA: There’s a sense of joy and pride at
having delivered a simple message
endearingly. Every time I see it, my kids
and I tap our fingers and it feels great
when someone’s BBM status reads –
“I’m a BlackBerry Boy.”
So, which other advertisements blew
your mind?
AA: I love the Limca jingle, the warmth
of Asian Paints ‘Har ghar kuch kehta
hai’, the audacity of Happydent, and of
course Super Zoozoo for creating an
icon comparable to Rajnikanth.
KB: The latest Hero ad is great. I
also love the old Maggi ads for their
visual appeal.
“ T h e a d h a s a m i x o f
r e a l p e o p l e a n d
a c t o r s . M a n y l i k e
t h e g y m n a s t a n d h e r
c o a c h , t h e b o y w h o
s i n g s a n d t h e s a r d a r
w h o c l i m b s s t a i r s
a r e r e a l p e o p l e .
W e s e l e c t e d t h e m o n
t h e s p o t a n d s h o t
w i t h t h e m . ”
“ F u l l c r e d i t
t o t h e
d i r e c t o r
a n d t h e
c r e w. b u t
t h e b i g g e s t
c r e d i t g o e s
t o t h e
c h i l d r e n .
T h e y t o t a l ly
n a i l e d i t. ”
Kartik Iyer, CEO
& Praveen Das,
CCo, Happy
Creative
Services (India)
Pvt Ltd
A n u r ad h a
Agga rwa l , V P,
M a r ke t i n g ,
Voda f o n e E s s a r
& K r i s h n adeep
Ba rua h , D i r ec t o r ,
M a r ke t i n g , RIm ,
I n d i a
T h i s TVC w o n
b l a c k b e r r y h u n d r e d s
a n d t h o u s a n d s o f n e w
u s e r s w h o i n f a c t d i d
n o t w e a r b u s i n e s s s u i t s .
blackberry
BOYS
Maharashtra, Karnataka and many
other states.
Tell us about the jingle by
A.R. Rahman?
The song is a symphony, not a jingle.
Unlike other jingles, we composed the
song first and then shot the film.
Overall, the song is harmonic and has
everything from a shehnai to electric
F l i p k a r t g e t s
k i d s t o v o u c h f o r
h o w e a s y o n l i n e
s h o pp i n g i s . . .
A n d t h e y ’ r e
n o t k i d d i n g !
98 October 2011 fhmindia.comfhmindia • fhmindia fhmindia.com 99October 2011fhmindia • fhmindia

4. What was the concept behind
this ad?
Through Facebook posts, BB and iPhone
messages, and Skype chats – technology
and mobile connectivity have made
staying in touch with friends effortless.
Friends represent lifetime relationships
especially for the youth, and this
campaign links them together, while
highlighting how Airtel connects
different friends.
B y i n c l u d i n g va r i e d t y p e s o f f r i e n d s i n
t h e i r l at e s t TVC , AIRTEL IS a s k i n g c o n s u m e r s
t o r e l at e w i t h THEIR n e w yo u t h f u l i m a g e .
The ads we love
banned ads
The Happydent commercial has been airing since
2006 but till date is considered one of the best ads
on TV. Unlike other run-of-the-mill TVCs, creative
director Prasoon Joshi presented a stunning
concept with great music. The jingle, sung by
Kailash Kher, Pranav Biswas and Shantanu Moitra
lingers in your mind for hours and hours. We at
FHM, can never get tired of watching this ad!
The rickety bus ride shown by Fevicol was the
ultimate way to tell that ‘Fevicol is the best
adhesive’. No garish music, no witty dialogues or
over-the-top set up, made it even more likable. It
was simple and showed an original situation,
which was truly engaging. Ogilvy & Mather
created the ad.
Cadbury has always been known for its awesome
TVCs but this one in particular is a classic, which
is still talked about. Scenes where the girl is shown
praying and dancing on the cricket field are so
likeable and instantly get a smile on your face.
fevicol
happydent
cadbury
The Tuff shoes print ad
that released in 1995 saw
Milind Soman and Madhu
Sapre posing nude wearing
only the shoes. With just a
python separating their
bare bodies, it fell into
trouble with the moral
police and Shiv Sena. The
ad was later banned.
In keeping with the larger
trend to overreact, the
Flying Machine ad was
branded un-Indian and
criticised since ass featured
in the ad didn’t look desi.
Too nice to be Indian eh?
tuFF
SHoes
M o h i t Beo t r a ,
Head , B r a n d &
M ed i a , B h a rt i
A i rt e l
HARFRIEND
ZAROORI
hai,yaar
What message are you trying
to convey?
Last November, we unveiled a dynamic
youthful identity with“dil jo chahey,
paas laye”. Now HFZ has successfully
reaffirmed how Airtel is the choice for
the best network, services etc.
The ad is youth centric, aren’t you
worried about losing family focus?
We believe in engaging our TA through
campaigns that reflect our vision of
enriching lives. This campaign’s an
extension of that and has been created
with a sense of youthism, which is
integral to the brand.
Tell us about the new short ads (based
on HFZ) released recently?
We’re launching innovative products
through these‘shorties’. ‘Kanjoos Friend’
is a light-hearted take on a relatable
situation introducing night calling
packages, while‘F1 Friend’is a
humourous story of friends longing to
watch F1 and introduces‘The A Ticket’
promising a great Airtel F1 Indian Grand
Prix experience.
100 October 2011 fhmindia.comfhmindia • fhmindia