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New Rupa Frontline ad promotes voting

The TVC has been created by Scarecrow Communications and extends the brand message to a larger social cause with a new tagline, ‘Raho duniya se ek kadam aage’

BestMediaInfo Bureau | Delhi | January 17, 2013

Indifference towards voting has been an unresolved issue in India and election statistics over the years prove this. Taking forward the former tagline of Rupa’s brand Frontline, ‘Sabse Aage’ (Ahead of everyone), Scarecrow Communications saw the potential of giving the brand positioning a new dimension, which would not just serve as a brand message per se but throw light on a larger social cause. The new tagline, ‘Raho duniya se ek kadam aage’ (Stay a step ahead of the world), takes the brand thought one step further and the TVC tackles ways to boost the voting percentage and promote turnout in elections in the country.

The protagonist in the TVC is seen riding his motorbike to the voting booth. There is trouble along the way. He is confronted by a hostile group of political workers who ask him to go back from the voting booth. He is undeterred, takes off his shirt, exposing his Rupa Frontline vest. He steadily and fearlessly walks past them into the booth, to the surprise of the polling officer, and casts his booth, much to the delight of other voters who were scared all this while.

The soundtrack of the TVC is crafted from the originally composed Bengali patriotic song ‘Ekla Cholo Re’ (If no one responds to your call, then go your own way, alone) written by Rabindranath Tagore. The thought behind the song was to press the listener to continue one's journey alone, even if there is no one to support you. The soundtrack has been recomposed by Rooshin Dalal and the film has been directed by Gajraj Rao from Code Red Films.

The new version is sung by the limitlessly talented actor, music director, lyricist, singer and scriptwriter Piyush Mishra.

Mukesh Agarwal, Director, Rupa, said, “Frontline is our flagship brand, and we were very keen to take its communication a step further. The story not only helps us reinforce the core brand thought but, for the first time, also helps us connect with the society and give out a meaningful message.”

Manish Bhatt, Founder Director, Scarecrow, commented, “Apathy towards voting has been a chronic problem. If you look at India's election statistics post Independence, almost half of the country never turns out to vote. We saw an important issue which Frontline as a brand could associate with and give a new dimension to its communication.” Arunava (Joy) SenguptaFounder Director, Scarecrow, “Previously, Sabse Aage was the positioning of Frontline. While the previous films used humour as the plank, with this film we have tried to bring the positioning to life and give the Frontline man a definitive personality. The new tagline ‘Raho duniya se ek kadam aage’ sums it up perfectly.”

Kapil Tammal, ECD, Scarecrow, said, “We’ve tried our best to keep the action very real. Exaggeration helps in humour, but not in courage. We did an intensive recce to choose the right locations and camera angles to stage the intense drama.”

The TVC:

[youtube][/youtube] Credits: Client: Rupa

Agency: Scarecrow Communications

Campaign title: Voting

Creative Team: Manish Bhatt, Raghu Bhat, Kapil Tammal, Sarvesh Raikar, Sushant Dharwadkar, Ankit Dembla Account Management: Arunava Sengupta, Khadija Attarwala Director: Gajraj Rao (Code Red Films) Singer: Piyush Mishra Music: Rooshin Dalal (4D Studios)

Sound Engineer: Kunal Dabholkar (4D Studios)

DOP: Harendra Singh (Hari)

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