The campaign conceptualized by Law & Kenneth comprises 3 TVCs; watch the TVC here.
BestMediaInfo Bureau | Delhi | January 17, 2011
Every brand claims to be the best. And most brands have the same repetitive 'use me, try me' mantra. For a change, Hungama.com decided not to say it. In fact, the new commercials for the brand strongly urge you not to log on to www.hungama.com, if you're looking for entertainment. The preposterous protagonist of the films goes on to rip Hungama.com, claiming his ancestral entertainment company, Taalimaar Entertainment, is the leading entertainer. The insane protagonist, the brains behind this entertainment company, portrayed by Vijay Raaz, is aided by his mute sidekick who secretly seems like he is a Hungama.com fan.
The TVCs debut on television on January 12th, 2011. The entire campaign, conceptualized by Law & Kenneth, has three TVCs one of 45 seconds and two of 30 seconds. The film has been directed by Piyush Raghani and is produced by Old School Films. Hungama.com is also doing a parallel digital media campaign. Catch the continuous action on the Facebook pages of Hungama.com and Taalimaar Entertainment.
Commenting on the new campaign, Neeraja Kale, Branch Head Mumbai, Law & Kenneth said, “We wanted to establish Hungama.com as THE destination for entertainment. Needless to say it had to be done in an entertaining manner hence the quirky, disruptive approach taken for communication”
Charles Victor, NCD, Law & Kenneth said, “It's a little boring to listen to entertainment brands thumping their own chest, telling you how excitingly unique they are and trying to compel you to tune/log in. We decided to take a stand and tell people not to log on to Hungama.com by creating this character who represent Taalimaar Entertainment – the No.1 entertainment company (according to him!). Backed by a brave client, we also collectively agreed that our communication needs to be as entertaining as the business we are in.”
Punyashlok Bhakta, Business & Marketing head Hungama consumer business said, “This is the first time Hungama.com as a brand has advertised in mass media. We therefore needed a TVC that would not only break the clutter, but also become memorable in the minds of the consumer. Law & Kenneth took this idea to another level and created a TVC that's not only bang on in terms of the brand message but also leaves you thoroughly entertained with the protagonist Taalimaar and his sidekick Jaan. After all being an entertainment brand we'd better be entertaining ourselves”
Credits:
National Creative Director: Charles Victor Creative Supervisor: Rishabh Dave Copywriter: Abhishek Shrivastava
Sr. Vice President & Branch Head (Servicing): Neeraja Kale
Associate Vice President (Servicing): Debarjyo Nandi
Sr. Brand Services Executive (Servicing): Sneha Shah
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