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CONCEPT NOTE ;LEAN ON ME
CREATIVE CONCEPT:
Using “ dependable” as the core of the concept, the
format uses a mix of entertainment and non fiction
to deliver the message in a most evocative and
persistent way.

The creative idea will utilize every possible
moment to leverage the brand essence and take
forward the platform in non linear , yet memorable
ways .

In fact, the very name cues the core brand values .

The format will rely on the candid camera approach
to extract maximum mileage from the program, rather
than use the more easy solution of a canned show
that will allow easy edits and an announcer.

Part of the charm of a reality show lies in the
“grab” value . Does it excite enough to reach out
of the box and grab you by throat ?

This program will use the strength of the idea and
spin it beyond a narration.

Using kids is a surefire way to ensure eyeball. But
what will make this more than just endearing is the
big picture behind it.

The heart of the big idea is in the virtually
unseen , yet very very strong relationship between
kids and their fathers. This program will use every
hook to highlight the delicate connection between
the two.

In an everyday family , it is the mother who is the
primary caregiver. But it is the father who is the
enabler. Most children are taught this early on,
but often fail to make the connect between one who
is mostly out of home to one who is usually the one
who makes most things possible. Even in homes with
working mothers , the scales still tip in favour of
fathers as being seen as the provider.

This format will explore the true depth of the
rapport between the two. And quite literally
capture the non umbilical bond that exists , whilst
simultaneously highlighting the “ dependable “
qualities of the father.

“My Dependable Dad” is a first time attempt to
send off a child and his father to a new, unknown
place where they will live for 30 days only with
each other .No other family member, no mom, no
sister, no brother, no nana, nani.. no one.

Using a pre marketing contest or write in idea,
people all across the country will be invited to
participate in the challenge. The tiebreaker could
well be an essay written by the child who wants to
be in the show , about why he thinks his dad is the
most dependable.

From all the entries, will be whittled a semi final
list of 20, then those too will have to be given a
set of hurdles to cut down to the finalist that
should not number more than 5 pairs; [one dad one
kid ]who will co exist in the location.


Should the family that wins has more than one
child, the dad gets to pick only one.
The age of kids participating should be between the
bands of 7 to 12 years. Any younger they are still
almost babies, any older they don’t need
parenting !!

The judges will be of paramount importance. Common
sense dictates that there are at least 3 mothers in
the panel of 6. Ideally celebrity moms who are
known to be hands on: Hema, Dimple, Juhi Chawla.
Other panelists should include a child
psychologist,[ maybe a head of dept in some medical
school?] A head of an established NGO, known to be
associated with children’s issues.. CRY ? And
finally a dad who is a single parent. That would
lend yet another facet to the views of child
minders.


Given the fact that all kids are usually looked
after by their mothers from the time they are
born , and the father’s role is usually relegated
to weekends and fun things, it will be a whole new
world for the viewers and participants to live
through.

How the dads will fare, how the kids will cope
without mom, who will bully whom, who will learn
from whom. Which one will lose his temper, which
dad will be more of a child, and which child will
have maturity to deal with the new circumstances
will all play out in much more than entertainment.

The biggest worth of this will not be in the
playout between kid and dad or dad vs dad or kid
and dad vs kid and dad. That will be there. But
what will underpin the whole show will be the live,
unrelenting lessons learnt for the participant as
well as the viewer, day after day.

In the screenplay we will build in hurdles and
tests that will showcase the “dependable factor of
each parent who will be in the final list.

Dependability will be gauged on several parameters:
every day, all the time. There will be no let ups.
Each episode will be designed to throw up
challenges that will capture one or more of these
characteristics in vivid ways.

The viewer will decide the winners. Via sms or
phone ins. The audience buy in will be tangentially
higher if they are participative in the process,
that’s a given.

Parameters will include the obvious physical
quotient, but will have built in truthmeters
like, how well will the dad cope , physically if he
has to wake up several times a night for a child
with a tummy ache , and still be up early the next
day to supervise the rest of the day.
Emotional quotient too. Does he handle emotions
in a balanced way and help the child learn as he/
she goes along? Is the dad able to let the child
lean when needed and walk away when needed?

Financial quotient: all kids know dad pays for
most things. But given a situation where all dad
have only a fixed amount for the month, then let’s
watch what dad does to make the money go further.
Can he be depended upon to wheedle money for extra
chocolate or a toy , or will he echo the
discipline usually wielded by the mom ? Will he
pamper the child or will he teach life’s lessons
about value for money ?

And of course the spiritual quotient. This has
nothing to do with religion , but everything to do
with human values. Will the dad teach about respect
to others by being a role model, or in this highly
competitive environment will he teach that winner
gets all ?


ADD ONS :
The location will have a Timeout Room for the
child. Where there will be a phone, the only phone
in the entire location[ no cells allowed ] where
the child who misses the mother has the freedom to
call. As many times as he /she wants. The father
however, will have no access to either the room or
be privy to the conversation .

There will also be a Game Room , which will be
stocked with games, toys, books etc that each dad
will be allowed to access every 3 days to pick out
a selection of aids he may feel he needs to amuse /
entertain/ educate his child.

The Steam Room will be for the dads only. They can
meet there every night when their kids are asleep,
to let off steam !! Chat with each other or
exchange notes and views. This will not be
mandatory.
There will be a tuck shop on location, that will
stock all the things kids and parents are used to,
From chips to chocolates, to gum and soda. All of
this can be bought for a child by his dad, but only
with his money for the month. This will not only
help viewers gauge how dads give in ,or not, to kid
pressure , and what dads do about balanced meals
and junk food habits.

In fact all of the above add ons will help point
out plusses and minuses of each dad. A child who
calls his mom too often is not being able to depend
on the dad too much.

What the dad chooses from the Game room will give
clear indications of his value systems.

 And of course the Steam Room will show how each
dad gets along with others and what levels of
pressures he is able to cope with .


TWIST IN THE TALE :
Every episode will have in built a high point that
will of course occur just before every break. But
each episode will also have tests devised that will
be a part of the day’s curriculum. Each day will
have different hurdles.

One day will see the place with no water. Will the
dad teach about water conservation ?How will they
cope with a man made calamity ?

Another day they will find no beds in their room.
How will they handle hardship ?

No food another day, will the dad be enterprising
enough to go out and get a job that will earn him
money to feed themselves that day ?Or will he smart
and hook up with another dad and do a barter number
whilst simultaneously teaching about teamwork ?
Maybe one dad can draw , and he can make portraits
for money ?
Maybe we could do a rigged cop raid one day ? How
will the dads cope ? will they try bribe their way
out ?Or will they try gandhigiri ?No cells, no
calls to highly placed friends and family, how will
they cope ?

Even a pre planned sports contest, where each dad
will get 3 weeks to prepare child for the event.
How will the dad motivate the kid, how will he
train, will he teach team work, or will his
expectations be too competitive for the child, and
would that in turn illustrate the pressures the
parent forces onto his child theses days ?

One fine day, early   enough, the knock on the door
will turn out to be   a famous actor, lost on his way
to a shoot. He will   opt to spend the day, and we
will get to see how   the dads will deal with having
a live celebrity in   their living room .. will they
fawn and posture or   will they be normal ? What will
the kids learn from   watching ?

Another day it would be announced that all cameras
will be switched off 8pm to 8am. Of course they
won’t be. And then we will see what lies under the
skin.

In fact, the entry into the show for the finalist
pairs will be in the spirit of a hunt. To reach the
destination, [which will be a fairly isolated
place, with no access to tv, movie halls,
internet , malls and other modern day
distractions,] each parent and child will be given
the details on a slip of paper at 8 am of the first
morning, with the caveat that they will all have to
use 3 modes of transport to reach the place.
What they use, for how long, how they avail of the
facilities will be left to the father /child to
decide.[Will it be a combination of auto, taxi,
train, or rickshaw, bus, private cab…? Remember it
is all within a monthly budget .

Even in this , so quickly into the beginning, there
will be a hurdle: maybe the expected bus will not
turn up ? Or the taxi will have a flat and no
spares.
Will the father do a “life is beautiful” or will he
start to show the cracks?




EMOTIONAL BURRS :
Genuine attempts will be made to incorporate a few
pairs [i.e.: dad and kid] that will raise the
emotional temperature of the program. For e.g.: we
could try get onto the shortlist a dad with an
adopted child. Then watch if the parenting dynamics
are different , does he do and overdo , does he
overcompensate?

Or for instance try getting a dad with a child who
is on medication: either for diabetes or maybe
asthma. Not only will it help dial up the heat , it
will help get in co =sponsors.[ Pharma for
diseases.]

COLLECTING POINTS :
There will be a daily point system given out by the
audience via sms or ivrs call ins for each pair.

These “dependability” points will be given on the
basis of strict parameters. These will be :

emotional quotient
physical Q
financial Q
motivational Q
Independence Q
Teambuilding Q

 Not more than one sms per cell phone or call in
will be accredited.

In the morning following the airing, the postman
will deliver an envelope with the previous day’s
ratings to each dad . The envelopes will be sponsor
branded .It will be interesting to see how each dad
copes with failure. And in doing so what signals is
he sending to his child .

The same postman can be used as a contact point for
children wishing to write to their mothers. Should
any child write, then cutaways of the mother /
family receiving the letter can be shot and played
live or delayed at the appropriate time.

LANGUAGE .
Given that participants will be from all over and
across the country, it must be a mandate that the
national language be used by all when conversing
with other participants. However between child and
parent, the use of mother tongue is permitted.
In fact it will add a bit of intrigue to the show,
there are bound to be viewers who will know one
language or another, and perhaps it will lead to
discussions amongst viewers in their places of
work, at schools, between moms etc.


SCHEDULING :
We see this as a daily, that will run for 30 days.
Every summer and every winter. This will tie in
with school holidays. And for fathers who all have
jobs or businesses , it will be a call they will
have to take. Being in the shortlist of 20
“dependable Dads” is an honour in a country of half
a billion. Plus of course there is the end reward.

Perhaps it would be assessed whether there should
be a pair eliminated every week? The advantage to
that will be less logistics to deal with , but more
narrative will be required.


THE LOOK OF THE SHOW :
In keeping with the spirit of the show, there will
be no styling .It will have a documentary look and
feel. Similar in style to a Natgeo or a Travel and
Living or a BBC program .

The use of brand colours and subliminal branding
will be done imaginatively. Definitely no brand
placements : rather there will be unobtrusive use
of logos on table linen, crockery , postman’s
envelop etc.



PAYOFF:
The winner gets a 30 day vacation for the
entire family to Disneyworld and Universal
studios ,all expenses paid.
A comprehensive Life insurance policy for
the children of the family .
 And of course a silver trophy that says
“THE MOST DEPENDABLE DAD”.

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Dependable dad

  • 1. CONCEPT NOTE ;LEAN ON ME CREATIVE CONCEPT: Using “ dependable” as the core of the concept, the format uses a mix of entertainment and non fiction to deliver the message in a most evocative and persistent way. The creative idea will utilize every possible moment to leverage the brand essence and take forward the platform in non linear , yet memorable ways . In fact, the very name cues the core brand values . The format will rely on the candid camera approach to extract maximum mileage from the program, rather than use the more easy solution of a canned show that will allow easy edits and an announcer. Part of the charm of a reality show lies in the “grab” value . Does it excite enough to reach out of the box and grab you by throat ? This program will use the strength of the idea and spin it beyond a narration. Using kids is a surefire way to ensure eyeball. But what will make this more than just endearing is the big picture behind it. The heart of the big idea is in the virtually unseen , yet very very strong relationship between kids and their fathers. This program will use every hook to highlight the delicate connection between the two. In an everyday family , it is the mother who is the primary caregiver. But it is the father who is the enabler. Most children are taught this early on, but often fail to make the connect between one who is mostly out of home to one who is usually the one who makes most things possible. Even in homes with
  • 2. working mothers , the scales still tip in favour of fathers as being seen as the provider. This format will explore the true depth of the rapport between the two. And quite literally capture the non umbilical bond that exists , whilst simultaneously highlighting the “ dependable “ qualities of the father. “My Dependable Dad” is a first time attempt to send off a child and his father to a new, unknown place where they will live for 30 days only with each other .No other family member, no mom, no sister, no brother, no nana, nani.. no one. Using a pre marketing contest or write in idea, people all across the country will be invited to participate in the challenge. The tiebreaker could well be an essay written by the child who wants to be in the show , about why he thinks his dad is the most dependable. From all the entries, will be whittled a semi final list of 20, then those too will have to be given a set of hurdles to cut down to the finalist that should not number more than 5 pairs; [one dad one kid ]who will co exist in the location. Should the family that wins has more than one child, the dad gets to pick only one. The age of kids participating should be between the bands of 7 to 12 years. Any younger they are still almost babies, any older they don’t need parenting !! The judges will be of paramount importance. Common sense dictates that there are at least 3 mothers in the panel of 6. Ideally celebrity moms who are known to be hands on: Hema, Dimple, Juhi Chawla. Other panelists should include a child psychologist,[ maybe a head of dept in some medical school?] A head of an established NGO, known to be associated with children’s issues.. CRY ? And finally a dad who is a single parent. That would
  • 3. lend yet another facet to the views of child minders. Given the fact that all kids are usually looked after by their mothers from the time they are born , and the father’s role is usually relegated to weekends and fun things, it will be a whole new world for the viewers and participants to live through. How the dads will fare, how the kids will cope without mom, who will bully whom, who will learn from whom. Which one will lose his temper, which dad will be more of a child, and which child will have maturity to deal with the new circumstances will all play out in much more than entertainment. The biggest worth of this will not be in the playout between kid and dad or dad vs dad or kid and dad vs kid and dad. That will be there. But what will underpin the whole show will be the live, unrelenting lessons learnt for the participant as well as the viewer, day after day. In the screenplay we will build in hurdles and tests that will showcase the “dependable factor of each parent who will be in the final list. Dependability will be gauged on several parameters: every day, all the time. There will be no let ups. Each episode will be designed to throw up challenges that will capture one or more of these characteristics in vivid ways. The viewer will decide the winners. Via sms or phone ins. The audience buy in will be tangentially higher if they are participative in the process, that’s a given. Parameters will include the obvious physical quotient, but will have built in truthmeters like, how well will the dad cope , physically if he has to wake up several times a night for a child with a tummy ache , and still be up early the next day to supervise the rest of the day.
  • 4. Emotional quotient too. Does he handle emotions in a balanced way and help the child learn as he/ she goes along? Is the dad able to let the child lean when needed and walk away when needed? Financial quotient: all kids know dad pays for most things. But given a situation where all dad have only a fixed amount for the month, then let’s watch what dad does to make the money go further. Can he be depended upon to wheedle money for extra chocolate or a toy , or will he echo the discipline usually wielded by the mom ? Will he pamper the child or will he teach life’s lessons about value for money ? And of course the spiritual quotient. This has nothing to do with religion , but everything to do with human values. Will the dad teach about respect to others by being a role model, or in this highly competitive environment will he teach that winner gets all ? ADD ONS : The location will have a Timeout Room for the child. Where there will be a phone, the only phone in the entire location[ no cells allowed ] where the child who misses the mother has the freedom to call. As many times as he /she wants. The father however, will have no access to either the room or be privy to the conversation . There will also be a Game Room , which will be stocked with games, toys, books etc that each dad will be allowed to access every 3 days to pick out a selection of aids he may feel he needs to amuse / entertain/ educate his child. The Steam Room will be for the dads only. They can meet there every night when their kids are asleep, to let off steam !! Chat with each other or exchange notes and views. This will not be mandatory.
  • 5. There will be a tuck shop on location, that will stock all the things kids and parents are used to, From chips to chocolates, to gum and soda. All of this can be bought for a child by his dad, but only with his money for the month. This will not only help viewers gauge how dads give in ,or not, to kid pressure , and what dads do about balanced meals and junk food habits. In fact all of the above add ons will help point out plusses and minuses of each dad. A child who calls his mom too often is not being able to depend on the dad too much. What the dad chooses from the Game room will give clear indications of his value systems. And of course the Steam Room will show how each dad gets along with others and what levels of pressures he is able to cope with . TWIST IN THE TALE : Every episode will have in built a high point that will of course occur just before every break. But each episode will also have tests devised that will be a part of the day’s curriculum. Each day will have different hurdles. One day will see the place with no water. Will the dad teach about water conservation ?How will they cope with a man made calamity ? Another day they will find no beds in their room. How will they handle hardship ? No food another day, will the dad be enterprising enough to go out and get a job that will earn him money to feed themselves that day ?Or will he smart and hook up with another dad and do a barter number whilst simultaneously teaching about teamwork ? Maybe one dad can draw , and he can make portraits for money ?
  • 6. Maybe we could do a rigged cop raid one day ? How will the dads cope ? will they try bribe their way out ?Or will they try gandhigiri ?No cells, no calls to highly placed friends and family, how will they cope ? Even a pre planned sports contest, where each dad will get 3 weeks to prepare child for the event. How will the dad motivate the kid, how will he train, will he teach team work, or will his expectations be too competitive for the child, and would that in turn illustrate the pressures the parent forces onto his child theses days ? One fine day, early enough, the knock on the door will turn out to be a famous actor, lost on his way to a shoot. He will opt to spend the day, and we will get to see how the dads will deal with having a live celebrity in their living room .. will they fawn and posture or will they be normal ? What will the kids learn from watching ? Another day it would be announced that all cameras will be switched off 8pm to 8am. Of course they won’t be. And then we will see what lies under the skin. In fact, the entry into the show for the finalist pairs will be in the spirit of a hunt. To reach the destination, [which will be a fairly isolated place, with no access to tv, movie halls, internet , malls and other modern day distractions,] each parent and child will be given the details on a slip of paper at 8 am of the first morning, with the caveat that they will all have to use 3 modes of transport to reach the place. What they use, for how long, how they avail of the facilities will be left to the father /child to decide.[Will it be a combination of auto, taxi, train, or rickshaw, bus, private cab…? Remember it is all within a monthly budget . Even in this , so quickly into the beginning, there will be a hurdle: maybe the expected bus will not turn up ? Or the taxi will have a flat and no spares.
  • 7. Will the father do a “life is beautiful” or will he start to show the cracks? EMOTIONAL BURRS : Genuine attempts will be made to incorporate a few pairs [i.e.: dad and kid] that will raise the emotional temperature of the program. For e.g.: we could try get onto the shortlist a dad with an adopted child. Then watch if the parenting dynamics are different , does he do and overdo , does he overcompensate? Or for instance try getting a dad with a child who is on medication: either for diabetes or maybe asthma. Not only will it help dial up the heat , it will help get in co =sponsors.[ Pharma for diseases.] COLLECTING POINTS : There will be a daily point system given out by the audience via sms or ivrs call ins for each pair. These “dependability” points will be given on the basis of strict parameters. These will be : emotional quotient physical Q financial Q motivational Q Independence Q Teambuilding Q Not more than one sms per cell phone or call in will be accredited. In the morning following the airing, the postman will deliver an envelope with the previous day’s ratings to each dad . The envelopes will be sponsor
  • 8. branded .It will be interesting to see how each dad copes with failure. And in doing so what signals is he sending to his child . The same postman can be used as a contact point for children wishing to write to their mothers. Should any child write, then cutaways of the mother / family receiving the letter can be shot and played live or delayed at the appropriate time. LANGUAGE . Given that participants will be from all over and across the country, it must be a mandate that the national language be used by all when conversing with other participants. However between child and parent, the use of mother tongue is permitted. In fact it will add a bit of intrigue to the show, there are bound to be viewers who will know one language or another, and perhaps it will lead to discussions amongst viewers in their places of work, at schools, between moms etc. SCHEDULING : We see this as a daily, that will run for 30 days. Every summer and every winter. This will tie in with school holidays. And for fathers who all have jobs or businesses , it will be a call they will have to take. Being in the shortlist of 20 “dependable Dads” is an honour in a country of half a billion. Plus of course there is the end reward. Perhaps it would be assessed whether there should be a pair eliminated every week? The advantage to that will be less logistics to deal with , but more narrative will be required. THE LOOK OF THE SHOW : In keeping with the spirit of the show, there will be no styling .It will have a documentary look and
  • 9. feel. Similar in style to a Natgeo or a Travel and Living or a BBC program . The use of brand colours and subliminal branding will be done imaginatively. Definitely no brand placements : rather there will be unobtrusive use of logos on table linen, crockery , postman’s envelop etc. PAYOFF: The winner gets a 30 day vacation for the entire family to Disneyworld and Universal studios ,all expenses paid. A comprehensive Life insurance policy for the children of the family . And of course a silver trophy that says “THE MOST DEPENDABLE DAD”.