Taproot designs new communication 'FOX Movies Cleavage' for Fox Channel
The campaign was conceptualised with the brief of making the audience aware that Fox Channel is available in Southeast Asia in regional languages
Ananya Saha | Delhi | May 31, 2012
On January 1, 2012, Star Movies was rebranded as Fox Movies Premium and available in select Southeast Asian countries even as in India, China, Vietnam, Middle East, Taiwan and the Philippines, the Star Movies brand remains. Fox Movies Premium, an Asian movie channel owned by Fox International Channels, is available in Singapore, Hong Kong, Malaysia, Indonesia, Mongolia, Papua New Guinea, Philippines, Fiji and Thailand.
Taproot India has been doing work for Fox International Channels for the Southeast Asia market for the last few years. There was a need to communicate that Fox Channel offers a wide range of foreign movies in regional languages. The brief for the campaign was to make the audience aware that Fox Channel is available in Southeast Asia in regional languages.
Conceptualised for the Thailand market, the campaign is on-air currently in that market. The film was shot in Bangkok with some lead actors of the Thai TV industry.
Santosh Padhi, Chief Creative Officer & Co-Founder, Taproot India, said, “The brief was very simple: to communicate that Fox Channel now offers subtitled free movies, so the product promise is generic. The challenge was how to communicate this in a way that Fox Channel is top of the mind. We thought whatever we say, it has to be entertaining in the first place, which is why the humour approach, Since it's targeted for Thai audiences, the second challenge was not just humour, but very distinctive humour as Thais are known for their mad sense of humour.”
Razneesh Ghai, Film Director, Asylum Films, said, “The rampant usage of subtitles has taken away the cinematic experience of watching films. It has now become a habit to read the subtitles, taking your eyes off the action. We took this simple problem and wanted to highlight it in a funny manner. The humour in the film is very subtle and not in your face. Also, there had to be a simple thread of communication so as to convey it to a global audience – since subtitles are everywhere!”
Manan Mehta, Managing Partner, Taproot India, said, “English language channels had struck a chord with the audience in non-English speaking markets due to subtitling. Of course, the next sphere of offering was the regional feed. This allowed the English channels to be relevant and come closer to their audience.”
The TVC:
Credits: Agency: Taproot India
Creative Director: Santosh Padhi, Agnello Dias
Writer: Santosh Padhi
Account Servicing: Manan Mehta
Director: Razneesh Ghai (Razy)
Producer: Anju Vaswani
Associate Producer: Bhavna Singh
Editor: Jay Chandran
Sound Design: Joseph George
Thai Crew:
Line Producer Thailand (Picnic Features): Kornpanote Semros
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