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JWT creates fictional movie on Dada for Apollo Munich

The strategy was to make a fictional movie trailer, ‘Ganguly, The Movie’, in the form of a viral video to announce his association with Apollo Munich as their brand ambassador

Ananya Saha | Delhi | May 22, 2012

The objective of the digital viral campaign was simple: to announce the association of Apollo Munich Health Insurance with Sourav Ganguly as brand ambassador, and to do it during a highly popular event (IPL). The execution went far beyond expectations.

The aim was to strategically leverage the opportunity of digital media that offered immense potential at a low investment – using viral as the medium. The creative idea was a fictional movie trailer, ‘Ganguly, The Movie’, in the form of a viral, conceptualised as a Bollywood style high drama high on entertainment, fun to share and a conversation driver.

Udayan Chakraborty, Creative Director, JWT, said, “IPL is a high intensity event that draws the nation, besides being big-ticket both in terms of spends and coverage. The core proposition behind this cricket event goes beyond the game to elements like fun, glamour, entertainment, and lots of conversations or controversies. Sourav Ganguly is an iconic sportsman, an ex-Indian cricket captain, and is often identified as someone who changed the face of Indian cricket. IPL 2012 is a significant event, and die-hard fans and critics would love to speculate about a possible comeback by Dada.”

The communication strategy emerged from a combination of two aspects – the core of the event, and speculation about Ganguly’s return. Ganguly’s association with Apollo Munich has been announced in a unique, clutter-breaking manner aimed at creating conversations that aligned fans/loyalists on one platform.

The fictional movie trailer is only a creative device to announce the association. The viral was conceptualised, scripted and produced in a span of five days, and was extensively shot over two days at multiple locations in Kolkata.

Antony Jacob, CEO, Apollo Munich Health Insurance, said, “Apollo Munich has roped in Sourav Ganguly as brand ambassador for the next three years, and this film is an announcement of our working relationship.” About the ‘trailer’, he said, “Ganguly’s life has been no different from a Bollywood potboiler and hence the trailer is befitting.”

Apollo Munich intends to consistently engage with the audience to communicate the importance of health and health insurance through various commercials and films during the next three years starring Ganguly aka Dada.

“We are working with Ganguly on a number of exciting initiatives, which we would roll out over the next three years. With regard to ‘Ganguly - The Movie’, we expect to initially use this for internal training and motivational purposes. We will be developing elements of this movie over time, which will highlight Ganguly’s leadership, man management and crisis management skills,” Jacob added.

Apollo Munich is excited about creating these webisodes over a period of time. “We are also sponsors of a documentary on Ganguly entitled ‘The Warrior Prince’. It is being finalised and will be released widely, including on the big screen. Details will be shared in due course,” concluded Jacob.

The Film:

[youtube]http://www.youtube.com/watch?v=izsJ3X2g6w0[/youtube]

Credits:

Agency: JWT

Creative Director: Udayan Chakraborty

Writer: Aakash Bhatia

Client Servicing: Rajendra Singh, Charu Bhatnagar, Siddharth Kapoor

Director: Manoj Mane

Producer: Kirk Jacob

DOP: Vasu

Music Director: Rushin Dalal

Post Production Studio: Pixion

Ananya@BestMediaInfo.com

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