New campaign by Star CJ Alive aims to 'transforming' shopping
Crafted by Metal Communications, the film promotes the benefits of teleshopping this festive season
Neha Saraiya | Delhi | October 7, 2011
Keeping pace with the fast evolving TV shopping culture in the country, especially with the availability of big brands at discounted prices, Star CJ Alive has unveiled its new TVC specifically catering to the shopping needs of consumers during the festive season.
The TVC has been created by Metal Communications, and directed by Siddharth Sikand. The production house for the campaign is Rowdy Rascal.
The ad is based on the concept of teleshopping as the latest thing in vogue and that those who don't yet follow it are living in the old era. The TVC starts in a setting reminiscent of black-and-white films of days gone by complete with dialogues in nasal, lilting voices, clothing of those times and therefore a family that shops the old fashioned way for the biggest festival of the year.
The man of the household, the father, is clueless about Star CJ Alive and it is his children who enlighten him on the phenomenal offers and benefits of shopping via STAR CJ alive. As expected, the father is flabbergasted and finds it hard to believe that a shopping medium like STAR CJ Alive exists. The film ends showcasing the myriad reasons why one should shop this Diwali on Star CJ Alive and thereby win a lot more by becoming the 'Diwali ka Shopping Star' on the channel.
Speaking on the TVC, Paritosh Joshi, CEO, Star CJ Alive, said, “Diwali is a very big and important festival for all Indians. Given that our proposition is to transform the lifestyles of our patrons, it is but natural that our Diwali offering also offers them unbelievable shopping options. Unlike others who just keep repeating 'shop from us', we decided to unveil this TVC to suggest a better option for shopping this festive season.”
He added, “During Diwali, one normally finds colorful and vibrant campaigns all around. So we decided to do just the opposite to catch our viewers' attention. Our TVC has a funny element as it features the early 1900s. Cut to the present day and age, where people are lucky enough to have the option to shop from Star CJ Alive and transform their lifestyle without budging an inch.”
Narayan Kumar, Director & Creative Chief, Metal communications, said, “Every brand would be coming up with Diwali offers but we wanted to do the communication with a fresh approach and not sound like preaching at the same time. The idea was to send the message to consumers seeking for shopping goods this festive season to opt for TV and not malls and shops.”
In order to take back the audiences to the era of the 50s, the TVC has been shot in a studio in Mumbai with typical architecture of arches and domes. Currently, two versions of the TVC have been rolled out in 40 and 30 seconds each.
The quirky TVC will also be promoted through other media platforms like online banners, hoardings and print campaigns.
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