Toshiba shows how to 'Enjoy. Every. Bit.'

The new campaign, conceptualised by Dentsu, focuses on the quality and innovation of the new Cricket Series LED TVs made with inputs from Sachin Tendulkar

Sohini Sen | Mumbai | October 14, 2013

Click on the image to watch the TVC.

Toshiba has launched a campaign to promote its new cricket series television sets, created along with brand ambassador Sachin Tendulkar. In a nation where cricket is no less than a religion, the world's first Cricket Mode LED TV series comes with richer colours, sharper details and crisper images. However, the television category is cluttered and the challenge was to promote the cricket series in a never before manner. The objective of the campaign, created by Dentsu Marcom, is to appreciate the emotional experience that TV watching is and build a strong emotional bond with the consumer to create brand love.

“If you've ever sat in front of the TV when Chris Gayle hammers one of his sixes but have no idea where the ball went because the TV couldn't capture it; if you've ever looked at the brown blotch on the screen on which Ravi Shastri was pacing and giving out his pundit-like pitch report and wondered what he was able to see there; if you've ever wondered at why the ground looks greener when you're in the stadium against what you see on the TV; if you've ever wondered why your eyes and ears and your cricket-crazed senses never seem to have the richest cricket-enjoying experience on any TV until now, the all-new Cricket Series LED televisions from Toshiba were made just for you. So you can 'Enjoy. Every. Bit'. As a cricket fanatic myself, I could relate easily to the frustrations of the fanatic that must have been the inspiration for Toshiba to develop this TV. So, when we set out to create the communication for it, we saw it more as a reverent offering to the 'cricket fanatic' than as a mere ad," said Narayan Devanathan, EVP and National Planning Head, Dentsu India Group.

The starting point was the fact that the Toshiba Cricket Series LED television was developed at the R&D stage in consultation with the one who knows the game best – Sachin Tendulkar himself. With great – and extremely relevant – technology in place and a cricket-crazy nation as the audience for it, Dentsu arrived at the single-minded message.

With the brand motto of 'our Passion Unlocks Your Passion' paving the way, the idea was to make sure that the experience of watching cricket is complete and doesn't miss anything. Therefore, the Dentsu creative team came up with the tag 'Enjoy. Every. Bit.' The campaign broke on September 21 and will be broadcast for four weeks in television, digital and POS merchandise.

The TVC is a colourful visual presentation of different aspects of the game. It shows the stadium, the players, the joy and disappointment of the spectators, etc. The background score sings true to the tag of 'Enjoy. Every. Bit' and draws attention to each of the aspects. It ends with Sachin Tendulkar admiring the range while the voiceover announces that the TV has been co-created by him.

The print innovation, done in the format of a French window, reiterates the message. The cover or page 1 is a poetic ad with a list of things that the Indian cricket fan has witnessed and seen – starting from the black and white era to the ashes series, from Sachin's debut to Ganguly's infamous celebration sans his T-shirt from the 1983 to the 2011 World Cup wins. It ends with the challenge, 'Abh tak jo dekha, kya khaak dekha' (Whatever you have seen till now, have you actually seen it?). The second page features Sachin Tendulkar introducing the new range. The final page talks about the different features available on the TV which lets you enjoy every pixel, every decibel, every edge and every link.

“We've seen so much cricket advertising in this country. We've also seen so much of TV advertising on TV. The idea was to do something unique that stands out in the clutter and makes Toshiba Cricket TV the best way to consume cricket. The insight was that when you want to enjoy something, you want to enjoy every bit of it. So with the Toshiba Cricket TV, a cricket fan can now enjoy every gasp and every gulp of the game,” commented Titus Uppturu, National Creative Director, Dentsu Marcom.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:
Client: Toshiba India
Creative Agency: Dentsu Marcom
Account Management: Sunita Prakash, Kapil Jayaraman, Priyanka KV, Prashant Menon, Rahul Sadana, Kulanath Kaushik
Planning: Narayan Devanathan, Anand Murty, Rabia Sooch
National Creative Director: Titus Upputuru
Creative Team: Titus Upputuru, Abhinav Karwal, Robbie Chhabra, Moumita Pal, Sanjay Chakravorty
Director (of film): Lloyd Baptista
Production House: 7Films
Producer: Ruchi Mehta

Sohini.Sen@BestMediaInfo.com

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