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Jaypee Power’s eco-friendly message in new campaign

The two TVCs conceived by Mudra have taken the animation route to showcase green ways of producing power

Neha Saraiya | New Delhi | December 23, 2011

With a plethora of public and private sector power companies talking about the central role of power in India’s future, breaking a clutter and to be acknowledged as a leader in hydropower generation in the private sector was a major challenge. This is precisely what Jaiprakash Power Ventures decided to do through its communication.

The campaign by Mudra follows an interesting story telling format in animation through the two TVCs – ‘coal’ and ‘dam’. The commercials talk about the unique way in which the company has generated power in an environment-friendly manner as a responsible corporate entity over the years. Be it building run-of-the-river dams or using the greener supercritical technology, the company has done things differently leading to the tagline ‘The power to do good’.

Giving the rationale behind the use of animation in the commercial,  Vandana Katoch, Senior Creative Director, Mudra, said, “We were clear about one thing before we started work on this campaign -- to stay miles away from the clichés of bright lights, smiling kids, dam shots and a rousing jingle playing in the background. Moreover, the company had interesting stories to tell.  So the task was to tell them in the freshest way possible.” She added, “From the time the films were conceived as a scribble at 30,000 feet in the sky to the final shape that you see now, each moment has been intensely involving. We knew we had a strong idea to begin with, but unlike a live action film, we weren’t too sure how these animation films will finally turn out. But looks like our trust in the director, Shiven, and the chief animator, Jon, has paid off.”

The animation of the TVC has been done at Kilogramme in Manchester, UK.

On the shooting experience, Shiven Surendranath, Producer and Director of the commercial, said, “An old school film was conceived four years ago and is more of a philosophy statement than just a name. The Jaypee Power film has been a dream project in many ways. We got both a fair budget and fair deadlines too to do the films, which is so rare these days. The animation team in the UK delivered on everything we asked of them. I hope to see a nice big release on TV.”

Notably, three films have been shot to deliver the message of the power manufacturer but only two ads of 45 seconds each have been released till now.

The TVCs:

[youtube]http://www.youtube.com/watch?v=LIWGIkzjtPQ[/youtube]

[youtube]http://www.youtube.com/watch?v=Kis4RW2m_AM[/youtube]

Credits:

Creative team: Bobby Pawar, Vandana Katoch, Saurabh Dawar

Account management: Rajiv Sabnis, Gopal S Krishnan, Raghunath, Anusheel Chowdhury

Production: Vineeta Misra

Director: Shiven Surendranath

Production house: Old School Films

Animation house: Kilogramme, Manchester, UK

Neha@BestMediaInfo.com

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