Conceptualised by Scarecrow, the ad has been shot like a feature film featuring a blood-thirsty mob of more than a hundred people protesting against corruption
BestMediaInfo Bureau | Delhi | February 12, 2013
Quikr's sequel to the Bob Biswas ad is all slated to create a huge splash yet again. Conceptualised by Scarecrow Communications, the ad has been shot like a feature film. It features a blood-thirsty mob of more than a hundred people protesting against the spectre of corruption. With rousing lyrics like 'Loot ki parampara, desh hai yeh adhmara', the anti-corruption anthem almost echoes the nation's mood against venal politicians and rampant misgovernance.
The shooting itself was like a no-holds-barred episode! There were Molotov cocktails being lit and flung, effigies being burnt, a car getting incinerated and even slogans like 'Lobh sabse bada paap'! The police, led by Inspector Murali Sharma, meanwhile, watch nervously. Just when the situation is threatening to go out of control, Inspector Sharma fires in the air to bring some semblance of sanity. The crowd quietens down as the tension mounts.
That's when the penny drops. The Inspector, after capturing the attention of the crowd, proceeds to tell them about his imminent transfer and how he is seeking to dispose of the property before moving. A protestor tells him to give a missed call to Quikr.com. It ends with a product window and Murali selling off the old stuff in his house.
Raghu Bhat, Founder Director, Scarecrow Communications, said, "Our last campaign generated a huge buzz and an avalanche of business enquiries. With this film, we are seeking to once again reaffirm Quikr's image as a quirky, current brand. Everything from the casting to the lyrics and the scale is designed to create maximum top-of-mind recall. But I must make special mention of the direction and the sound design, both of which are outstanding. And kudos to a clientÂ who is brave, plays by the gut and whose faith in creativity is immense."
Arunava Sengupta, Founder Director, Scarecrow, added, "This film is the result of a close collaboration between client and agency. The client encouraged us to push the envelope. We shot with live ammunition. We smashed taxi windscreens. Quikr is a refreshing brand to work on as it knows the pulse of its audience."
Said the Director of the ad film, Naren Multani, "It starts like a Prakash Jha movie and ends like a David Dhawan film. It's more than an ad. It's a satire on the times we live in."
Client Team: Pranay Chulet, Aparna Mahesh Agency Creative Team: Raghu Bhat, Manish Bhatt, Sarvesh Raikar Account Management: Arunava Sengupta, Sukhvinder Wilkhoo Production House: Equinox Director: Naren Multani Music: Bobo Producers: Manoj Shroff, Sia Bhuyan